Brand Strategy – If your product isnt the best, its better for the bottom line to be honest

Great Article in AdAge, Below…

Don’t Convince Us Your Brand’s Better that it is If It Isn’t

Be True: So Your Product Isn’t Inherently the Winning Choice? Thats ok, Just Tell an Honest , genuine Story.

Balanced diet
If you practice what I call a brand-balanced diet, the following criteria will sound familiar:

• Your brand story is consistent and can be measured against consumer-resonant benefits.
• Your brand teaches rather than preaches.
• You enable your consumers to have choices and are sympathetic to “studied cheating.”
• You invite your consumers to be part of your brand through ongoing dialog.

http://adage.com/cmostrategy/article.php?article_id=120028