Today’s customers don’t ‘consume.’ Having more runs a distant second to being more.
They aren’t looking for features, benefits or experiences. They’re looking for brands that deliver them meaning; meaning by being useful.
A useful brand delights customers and has the chance to become a touchstone in their lives. Delighting them in the minimal, ultra-clear and super simple.
A useful brand has a clearly defined audience and core purpose. It knows how best to serve its customers. Finding delight by subtracting anything that doesn’t add to the customer experience.