When we think about brand and communications messaging often the tactical “feature” message wins out over the motivation a consumer might have when making a decision about where to align their loyalties. In reality, the most effective brands in the world start from the motivation and move into the tactical “features” the deeper you dig. Some brands that do it right? Apple & Tesla. Food for thought.
A human being spinning around on this big blue marble with the rest of you, interested in Media // Music // Art // Family // Business // Founder of http://hny.pt
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