This is a great article, a lot of this information is only normally available if you were to spend hundreds if not thousands in a branding “workshop”. Appreciate the quality of information here Jasmine.
I am launching a new brand in a market that isn’t quite ready for the category of product that we’re working on. There’s going to be a lot of ‘customer education’ on a different type of ‘why’. We considered taking the emotional approach, but swayed away due to the significantly larger upfront cash required to position our brand to draw the right emotional strings, in our target market.
Do you think that assumption is incorrect? Or, how do you suggest we position the brand with the emotional approach as opposed to the ‘here’s why our products are better’ approach when one doesn’t have a lot of cash to spend on branding.
