We’re all middlemen

[I apologize for the lack of post – I was romping and having fun last week and now I’m trying to get back into the swing of things.]

We’re all middlemen (or middlewomen). It doesn’t matter if you sell your widget directly to the customer, you are still only a means to an end.

A brand is nothing more than a conduit to a need that the consumer wants. It could be they don’t want to look stupid in front of their peers or they could be looking for acceptance or security. Whatever it is, your brand can help them get what they are ultimately after.

Start with the assumption that your brand is only the means to and end and you’ll begin to promote your brand and talk with customers much more effectively.


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