Why meaning is becoming a brand must

Brands are looking for ways to differentiate in an increasingly attention-deficit world. New features may get you a spike in attention. But with the flood of information we’re all exposed to, the new features become a fleeting memory quicker than ever before.

We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.

That something is meaning. When a brand discovers, defines, and delivers the larger meaning it serves, it creates a powerful emotional connection that aids recall and goes a step further to drive preference.

Here are three recent posts that dive deeper into why meaning is becoming a brand must: