From Market Thesis to Brand DNA and Leadership
A CyberTheory Market Research Report
A better brand is always better than a better product.
So, what is a brand anyway? And how can a brand alone make a small look-alike company in a crowded space stand out and become so valuable?
In order for a brand to have value it must be joined with a personality that buyers can connect with emotionally. That personality is best expressed in the brand’s market thesis. Brands without a market thesis are like actors without roles. Attractive, presentable, but only a shell.
Think of market thesis as the DNA of your brand.