From Market Thesis to Brand DNA and Leadership

A CyberTheory Market Research Report

Why You Need a Market Thesis

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.

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