In the latest issue of Fast Company, (subscription required) Dan & Chip Heath, authors of Made to Stick, state “if you want people to like you, first decide who needs to hate you.”
As I’ve pointed out on this blog, you can’t be all things to all people if your brand is going to be meaningful and equitable. You need to be unique (differentiated), you need to ground that identity, and it must be profitable.
The Bros. Heath demonstrate through tea, vodka, and personal ads how one may differentiate or may just be a part of the “hey – I’m here too” group.
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