Clarity Is a Brand Advantage
If people don’t get it fast, they leave. The biggest competition you have is the noise in the marketplace. Clarity makes a website shorter and a pitch sharper. Stripe’s early positioning was direct and functional, and it helped the right buyers self-select quickly. Donald Miller’s wisdom of Clarity-first still leads brands today.
If people don't grasp your message quickly, they leave. Clarity makes websites shorter and pitches sharper, helping the right buyers self-select.
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Brand Recall: How Brands Get Remembered Before the Buyer Is Ready
Get hungry. Properly hungry, where you cannot concentrate. What chocolate bar just showed up in your head? For a lot of people it was Snickers. Now it is three in the afternoon and you are fading. What do you reach for?
Ethos, Pathos, Logos: How Brands Actually Persuade
Ethos, pathos, and logos are the three appeals Aristotle named almost two and a half thousand years ago. Ethos is character, and whether people believe who you are. Pathos is emotion, and how you make people feel.
What Are Brand Archetypes? The Character Your Brand Agrees to Play
A brand archetype is a recurring character pattern that people recognize across every culture and every story. Nike is a Hero. Harley-Davidson is an Outlaw. The archetype is not what a brand says about itself.