What can I learn from this brand?
When a brand introduces itself, every customer should rightfully ask: “What can I learn from this brand?”
The answer should be, “A lot.”
Strong brands are leveraged sources of learning
Strong brands are leveraged sources of learning. They’re not pedants, of course. They’re bottled fire, beams of light and life that spark awakenings and foment revelations. They have something to say, and they aren’t shy about saying it. That’s why they’re brands, and not labels.
Brands have the wisdom to bring products to life
Brands have the wisdom to bring products to life. A brand in this mode is more than a stylized sales stimulant, or a pre-packaged “experience.” For starters, it’s interesting. (That alone sets it apart.) It has a history of deeds (exploits, scars, triumphs) instead of a puffed-out bogus “narrative.” It asks the questions that other brands can’t.
Imparting brandly wisdom
As the brand engages and interacts with customers it imparts its brandly wisdom. This is the combined insight and intelligence of its makers, every iota of value they fused to the product and the brand to move customers forward.
Brandly wisdom is the sensuous set of smarts that creates customers—and helps customers re-create themselves. You see it in the details—and in the vision.
Expect tectonic truths that blink
Brands don’t “teach” as much as they lead by example, forging new dialectics with you and me. As a customer, expect tectonic truths that blink. Spiritual leavenings. Flashes of far horizons. Worlds de-packaged, unwrapped, laid bare for you to clothe.
Brand experience is shared wisdom
Brand experience is shared wisdom. It leaves the customer—and the brand—wiser.