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The Flash of Brand Insight

Who am I?  What is my brand?
Me.
What is my promise, personality, and positioning?
Me. Me.
What do I want to say?  How should I say it?
Me. Me. Me.
If only I can get the details right.  If only I can discover my essence.
Me. Me. Me. Me.
.
BAM!
.
I wonder who they are.
Them.
I wonder what they’re doing.
Them. Them.
I wonder how they’re feeling.
Them. Them. Them.
I wonder how I can make life better for them and make them feel better about themselves.
Them. Them. Them. Them.

Posted March 18, 2008
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Comments

This makes perfect sense, and actually makes the process of identifying your brand A LOT easier.

So I guess the process really starts with asking, "Who is my customer?"

Which takes the Me and the Them and turns it into Us.

Posted by: Brett | March 18, 2008 at 07:23 PM

A long time ago, a mentor of mine, responding to my complaints about stubborn buyers, asked me:

"Are you selling *to* them - or are they buying *from* you?"

That really changed my perspective. And I think is the exact point you are trying to make.

Posted by: Jeff Kopito | March 19, 2008 at 06:52 AM

It's a funny thing about concepts: when you get them, you get them. Brett and Jeff, it appears that you've already been enlightened. :)

Posted by: Tom Asacker | March 20, 2008 at 06:51 PM

love it. printed it. stapling to head.

Posted by: Andy Woolard | March 26, 2008 at 11:04 AM

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