
Pain points: What keeps them up at night? What do they need to make their life easier or better? When they complain, what do they complain about? Identify your customer’s core challenges and struggles—when, how, and why they experience them.
Companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.