Funny Business
Tone of voice is not a brand Being chatty, witty, and approachable only masks the missing cultural link that ensures brand durability. It also masks the missing unique value proposition. GMO brands do not compete on the actual business value, like technical innovation, design, or product quality. Away’s sells Muji knockoffs. Casper’s subway riddles
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
