Beneath all of the best brands is a substance, which makes their authority in their field almost unshakeable. The thing, which gives brands substance and authority, is closely related to its truths. UVU is a great example of a brand that has a strong strand of truth, which buoys its…
*That’s what it all comes down to at the end of the day.
Of course I’m referring to substance. I’m a large proponent in actually finding something within a brand that connects with me. Obviously it’s easy for me in a free agent position to have such an outlook, but I like to think that it’s possible to find a way to connect with most brands. At the very least, believe in the connection that occurs between the brand and its audience. If you don’t have that, I just feel (unless it’s done incredibly well) that there is an essential piece of the puzzel missing.
This has less to do with certain morals (whether or not a product is good for the well-being of a person) and more to do with believing in what I’m advocating.