Your brand’s benefits are not benefits

We have all been there. Those times when it seems like a struggle to get anyone to care about the benefit that our brand delivers. It’s easy to find excuses:

• We’re in a very competitive market
• It’s the current environment
• It’s the wrong season
• It’s raining

The real problem is something much deeper. And, sorry to say, it’s actually something you may have created. It has to do with that thing you’re calling your brand benefit.