Brands are born and grow into the a valuable promise.
Do not let the fear of simplicity persuade you from creation. Become known to a very specific group of people by solving a very specific problem or by creating a very specific value addition to this group.
“We cannot go after thousands of men until we learn how to win one” – Claude C. Hopkins, Scientific Advertising 1923
The strongest growth chain evolves from the credible testimony of friends. The currency they seek for sharing is not money, points, or free services… it is because people want to be smart, liked, and valuable to people they know.
The truth behind effective advertising and marketing is to understand and to be more human.
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) Paperback – January 11, 1966