It’s in the air…
No one cares about your brand.
It is not loved. It is not important. It is not invited anywhere but to your company picnic.
That is, unless you can make the brand relevant to people’s lives. To the way they understand things.
If your brand speaks in a voice that resonates inside them, and if it speaks to a truth that they recognize, then suddenly people want to share that brand with their friends, and their friends and their friends, and it’s like a fire spreading. A fire that began with a true understanding for the cultural shift that now feeds and informs it, and a true respect for the people who nurture, start and control that shift.
No one cares about your brand unless you find a way to speak to why you care about it.
Only then will you start an Uprising.
~~ Scott Goodson
I haven’t read the book yet, but based on that sample, I will.