what I want from a “brand”
I’ve heard many things posited about brands: that they are facilitators, that they are the objects of our love, that they create “believers”, that they put a man on the moon, etc.
For me it’s simple. I want a “brand” that is:
- Rational: tells me the relevant facts without all the fluff
- Authentic: cares more about its product than its image
- Brutally Honest: if something goes wrong, tell me
- Open: to hearing from me
That seems easy, perhaps too easy, which may explain why these qualities are rare among brands.
