81. Promising Something


Meaningful brands align their offering with customer needs, emphasizing their solution as the best. The value proposition doesn’t need to be all about superlatives per se, but people do seek ideals in their daily lives. Many businesses will require healthy doses of pragmatism as well, but unless the ideal customers are striving for is to be the most pragmatic (which is unlikely), pragmatism should not find its way into the brand identity.

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Herman Miller Always Building
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