Eyes Wide Shut: 5 Dangerous brand assumptions
I usually ignore the commercials that dominate the morning news, but occasionally something cuts through the clutter, usually because it’s witty—LOVE the series of essurance ads: “Hashbrown. Selfie.” However sometimes, I’ll notice a TV spot in a what’s-wrong-with-this-picture kind of way.
One morning this week, even before I’d achieved the appropriate coffeed state—that sweet spot between nirvana and neurosis—my attention snagged on an ad. At first I thought I had heard the company name incorrectly, but then I realized it wasn’t me, it was them. They had made a dangerous assumption. They had their eyes shut to what makes their brand engaging.
Of course, it got me thinking about some of the other wrong assumptions companies make about their brand.
Brand is a terrible thing to waste. Don’t let it wither. Don’t lose the vibrancy. Don’t squander the trust. Don’t assume. Open your eyes.
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What's in a Name? 5 Considerations before naming your brand
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