Captain’s log, stardate 20200330
Sent by Jonathan Stark on March 30th, 2020
This week on TBOA, Rochelle and I ask the question:
“What’s your implied promise to your market?”
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“The premium piece, the over and above part of the fee, is the part that they’re not paying for the advice. They’re paying for something else.” –JS
“Trust is really key here, because that’s what brand really does—it’s building trust.” –RM
“Standing apart from the crowd – there needs to be something different about you.” –JS
“Everything you do—your actions, your stories, your visuals—should align with this implied promise you’ve made to your market.” –RM
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