Brands that engage in their customers' identity transformation create passionate brand evangelists.

Successful brands clearly define what life looks like for customers after engaging with their products, creating a compelling vision that motivates action.

The ultimate goal of a brand is to help customers achieve self-realization and acceptance, offering inspiration and fulfillment through their products. Helping people accept themselves as they are is not only thoughtful but also effective marketing.

The greatest motivation for customers is the desire to transform into better versions of themselves, which brands can help facilitate.

As a brand, it's important to define something your customer wants, because once we define what they want, we pose a story question in their minds: can this brand really help me get what I want?

When developing a brand, it's essential to create a verbal identity that allows for creativity and personality in communication.

Great brands focus on the transformation of their customers, which is essential for creating a meaningful connection.

Luxury brands often market to those who cannot afford them, creating a desire that drives sales among aspirational consumers.

Branding is not just about creating a logo or identity; it's about shaping the overall perception and reputation of a company in the minds of customers.