November 2016

Ignoring This Five-Letter Word Can Spell Brand Messaging Doom

Want to know the brand messaging mistake that bedevils Fortune 500 companies and start-ups alike, again and again? It’s self-centeredness. Me, me, me. I, I, I. We do this. We provide that. We were established then. Blah, blah, blah. News flash: Your prospective customers don’t care about you; they care about themselves. They don’t care what you do; they care about what you’ll do for them. They don’t care about your success; they care about how you can make them a success. As well they should. It’s always curious, then, when a company’s first pass at a brand message is so narcissistic. But…



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