Place of origin often has an impact on the viability of brands that are known to originate from that place. That is because the place of origin itself has its own associations and those associations may either enhance or detract from the brand associations.
In a world of choice, it’s tempting to retouch your brand story to make it more appealing. It’s tempting to say your clothes are made in one country, when in fact some of the garment is made somewhere else.
Change is hard. That’s why the future can look so much like the past. And why brands and the marketers who manage them often lose their edge. For those marketers who see comfort zones as a dangerous place, we have designed a very unique experience around brand strategy, limited to 50 participants.
Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.
What makes a brand story engaging to customers and effective in motivating them to buy? In our experience, there are eight fundamental characteristics of a motivating brand story.
