Change this one word in your brand story and change everything

For years, marketers have focused on delivering an enticing brand proposition to a target audience — one that would demonstrate the “What’s In It For Me” for the audience. In one of the agencies I worked in, everyone used this idea so often that it became known simply by the acronym WIIFM — pronounced “whiff-em”. People would say things like, “I know that feature is important, but…

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