It’s always nice to end with a final open-ended question of this nature when you’re talking with customers: How do we, as a brand, make you feel today? If the customer’s reply is “not much,” you’ll see clearly how much work you have ahead of you. Nobody talks about products or experiences that don’t leave them feeling something. This is the thing that separates an undifferentiated product benefit from a talk trigger, and it’s a concept that you need to view through a different lens. Sometimes when customers don’t have strong feelings about a brand, we need to revisit just why things might be
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