Jul 5, 2017

We’re not selling what we’re selling

Your product has to be great, but your branding has to be better.

Every great product has fourteen great knockoffs — but the difference is, you can’t knock off a brand. You can’t knock off a story.

You can buy generic soap, but you won’t get Dove’s story of female empowerment.

You can host your DIY goods on your own website, but you won’t get Society6’s artist-forward vision.

On the flip side, you can choose to buy generic cola, so you can avoid the Pepsi-Jenner incident.

Branding has to sink in, and it has to hit the right place. That’s what will make your product indispensable.

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