Brand | What do your clients think of when they think of you? It is worth thinking about.

The reason brand conversations get so convoluted and end up feeling like wordsmithing exercises is because so often brands don’t stand for anything.  So instead of capturing what you stand for, or capturing how what you stand for needs to evolve or be sharpened, you instead end up pretending to stand for something and then writing pretty words around an idea that has no core and no truth.

via sashadichter.wordpress.com