It’s easy to spend a lot of time thinking about how you can help people better understand your brand and recognize the functional value it can offer them. It’s fair to say that this occupies the lion’s share of most marketers’ time. Need proof? Just look out into the market.
Brands spend an inordinate amount of time talking to us about themselves. We’re assailed with messages about the functionality of the offering and the occasional rational benefit. These aspects are undoubtedly important. And they need to be communicated. But if you…
