Great brands are memorable. The best brands leave an emotional and lasting impact.
Having an army of customers who carry around an emotional connection to your brand gives you a fierce competitive advantage.
A brand that is truly alive isn’t just about a manicured logo or high-converting website. An alive brand is a cluster of ideas that creates a connected and purpose-driven entity. It’s a set of embedded conventions that a team lives by.
A great living brand understands its role in the world and the responsibility it has to its employees, customers, vendors, their families, and their communities as a whole.