Ultimately, it is your brand story that helps you answer that most fundamental of
all questions, “Why?"
Why do you decide to make one decision and not another? Why do your customers need
you? Why is it that you're better able to meet their needs than anyone else? Why
does your logo look this way? Why do your press releases read the way they do? And
most important to marketers and managers alike: why would someone make that critical
decision to use your products and services over those of anyone else?
Tuesday, November 02, 2004
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