Brand Energies Part 2

Sonder
July 12, 2020

When energies are raised you can either create an aspirational type of energy or an energy that solely energizes.

Aspirational is when the customer feels they need your product to maintain an identity or status.

One that is not primarily aspirational is one the customer rather enjoys but doesn't feel the tension from identity and status as much.

These are subtle differences but energy knowing these types of differences is what allows you to create brand clarity.

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