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The HOW prematurely focuses on tools, systems and platforms and following iconic brands’ constructs as models for success.
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Starting with the WHY enables us to focus on the human truth of the brand relationship and create utility, service and value for the consumer.
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Innovation requires a shift in our mental model from being the architects of brand stories to architects of brand relationships.
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Build brand relationships based on giving, not receiving. Put consumer needs first, create a system of unique branded service instead of complicated reward systems.
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Connect people based on their passions, create value through relevance, utility and authenticity.
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Create unique, transformational value by empowering people. Disrupt the category.
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Each of these innovative brands could fit into any or all of these categories. They disrupted entrenched industries by tapping into consumer passions, leveraging technology and reinventing.
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Each of these innovative brands could fit into any or all of these categories. They disrupted entrenched industries by tapping into consumer passions, leveraging technology and reinventing.
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