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Think The Best Brand Wins? Think Again
There are many founders, CEOs, and investors who believe the biggest brand wins. (Make the logo BIGGER!)
There are equally as many founders, CEOs, and investors who believe the best product wins.
Both are cults.
Don’t get us wrong, having a great product is necessary, and having a brand customers love associating themselves with is a joy, but neither is the lever that moves the world FROM the way it is TO the way you want it to be.
You can tell a company is in The Brand Cult when their entire marketing, advertising, and messaging strategy is focused on getting their brand “branded” onto as many customers as possible (“Make the logo BIGGER!!!”). When the company announces new products and/or services, they lead with the brand. When the company talks about the value they provide customers, they lead with the brand (“We are focused on building an authentic, meaningful brand customers love”). Everywhere you go, brand, brand, brand. And if, amongst all this branding, you as the customer still can’t quite figure out what exactly the company does, then you know for sure you are staring at a loyal member of The Brand Cult.
