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…s around in-store bars, or Spacious turns restaurants into co-working spaces during off peak hours. They looked at where they created meaning in a user’s life, not what they created as a product, and that is where they built their brands.
Sustainability, too, is an identity driver that helps us align with a company as a consumer, but it is not a belief that will build a brand.
The brand stories that matter are the ones that usher us into a specific future where we are a more ideal version of ourselves.