If you make an offer that solves a problem for someone, the motive is clear: “This made my life better. I want to do that again.”
In every communication, every message, every ad and every call, the motive is clear, and it matters.
February 8 2020
Signing your work changes things.
The Apple Card has been “signed” by Apple as being the way Apple does things. But it’s controlled by Goldman Sachs. Debtors are treated as GS customers (usually bad), not Apple customers (usually good). Apple signed it, so Apple should make it better.
Google search results have been “signed” by Google as being the way Google does things. But when they launch a travel tool and push TripAdvisor (etc) out of view, Google’s telling us that “the most profitable results” are more important than “the best results”. Google signed them, so Google should make it better.
If they do or they don’t isn’t the point – their decisions tell us what kind of brands they really are.
What kind of brand are you? Sign your work and show us.