Why your brand message should be like an onion

In a previous post, I laid out 4 ways to improve your brand message. After writing that post, it occurred to me that I left out one of my favorite pieces of advice for any brand.

Be an onion

Layers. Onions have layers. Your message should have layers, too. Your message becomes exponentially more powerful when you can build in multiple meanings.



Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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