Monthly Archives: December 2012

How Would You Describe Brand Personality?

Last Updated on 26 May 2022

POINT: John MooreThe surest way a brand will form emotional connections with customers is through its unique personality. It’s also the surest (and strongest) way for us to form emotional connections with people. Think about [...]

How Would You Describe Brand Personality?

Innovation Is A Phenomenon, Not A Strategy

Innovation isn't something you do; it is something that happens - a result. To be "innovative", you have to focus on the things that create that result, not the result itself. We can't directly control what is considered innovative no more [...]

Innovation Is A Phenomenon, Not A Strategy

Does Every Brand Have To Have A Unique Selling Proposition?

Last Updated on 26 May 2022

POINT: Paul Williams A unique selling proposition or unique selling point, or USP can be described as “what you would advertise that would make customers switch brands.” You’ll also see or hear POD – point [...]

Does Every Brand Have To Have A Unique Selling Proposition?
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