The Two Pillars Of Enduring Brands: POV and POD
A brand needs a point-of-view. This is what it stands for. This is how you should think of it and relate to it. A clear, unadulterated message about itself. Without one, it’s not a brand, it’s a product or service.
A brand needs a point of difference. This is what separates it from the competition. A fact that genuinely differentiates the brand closes the deal. Without that, consumers simply get a point-of-view, an op-ed.
Start with those two pillars before anything else. If not, you attempt to build a brand house with no foundation.
