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#marketing #principle-7-tell-people-how-your-brand-changes-them #resumir #story-brand

SMART BRANDS DEFINE AN ASPIRIATIONAL IDENTITY

The aspirational identity of a Gerber Knife customer is that they are tough, adventurous, fearless, action oriented, and competent to do a hard job. Epitomized in their advertising campaign “Hello Trouble,”. Gerber positioned their customer as the kind of person who sails boats into storms, rides bulls, rescues people from floods, and yes, cuts tangled ropes from boat propellers.

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StoryBrand Principle Seven: Never assume people understand how your brand can change their lives. Tell them.
passionate brand evangelists. You are helping them become wiser, more equipped, more physically fit, more accepted, and more at peace. Your brand participates in our customers’ transformation. <span>SMART BRANDS DEFINE AN ASPIRIATIONAL IDENTITY The aspirational identity of a Gerber Knife customer is that they are tough, adventurous, fearless, action oriented, and competent to do a hard job. Epitomized in their advertising campaign “Hello Trouble,”. Gerber positioned their customer as the kind of person who sails boats into storms, rides bulls, rescues people from floods, and yes, cuts tangled ropes from boat propellers. HOW DOES YOUR CUSTOMER WANT TO BE DESCRIBED BY OTHERS? The best way to identify an aspirational identity that our customers may be attracted to is to consider how they want their friend


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