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Before you look at any document or any formula, think about what your brand believes in. It should be rooted in the reason the brand exists in the first place. From there, hone it to be ownable, unique, and human. And for gods sake don’t use marketing jargon. REI = believes people should get outside. Boom. Easy. Clear. Focused.
Most decision makers want to mitigate risk and minimize spend so doing what is familiar, already exists, and has already worked for someone else’s business almost always beats out new, innovative, and riskier original ideas. Trust us, we pitch the new, the old, and somewhere in between, and people love what they already know. The other reason is doing anything net new takes more time, more money, and planning. And again, the top of funnel leaders don’t want to invest in being different if sameness still gets them sales.