Branding
Don’t talk about the product. Talk about how the product helps users fulfill their idea of their best selves.
You’re tired of hearing me say it: your brand isn’t about you. It’s about how you help the people you serve. Here’s a good article about how this POV became best practice. In 1963, Pepsi hired a young advertising executive named Alan Pottasch. He had a giant challenge to reinvigorate a flagging brand that was competing against Coke, one of the most successful brands of all time. Worse, their products were chemically indistinguishable. So, Pottasch did something that no-one had ever done before. As he put it, “…to stop talking about the product, and start talking about the user.”
Article: People Don’t Buy Products, They Buy Better Versions of Themselves