I’m a big fan of theming launches, but I don’t anchor them on product pillars. Instead, I focus on narratives that drive top-line preference and brand love. Here’s how I structure that approach: 1. Identify "Drivers of Preference”: Start by asking: What specific perception actually makes people use your product more? Is it the ability to express themselves? Is it a sense of productivity? Is it a feeling of privacy? If you don’t have this data yet, "Brand Drivers Research" is your best friend. It ...Read More
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