LEGO advert from 1981

I’ve sat down with first-time entrepreneurs in Cape Town, young creatives in Johannesburg as well as colleagues in a global non-profit. When I ask them to describe their brand, their response is usually a string of positive words like this:

“It’s innovative”
“It’s friendly, for everyone”
“It’s cool”
“It’s trustworthy”
“It says quality”
“It’s brave”

The problem with this is that one brand can’t be everything. You might Continue Reading…