Brands don't sell products. They sell benefits. Protein bar company?
It's not a meal. It's a consumer who wants to live a better healthier life. Selling soap?
Nope, you don't sell soap. You're selling a clean home. Brands often focus on the product to their own detriment, not realizing one important thing; customers don't care about the sale.
They just care about the purchase.
Jaime Schwarz, Founder of Brand Therapy, goes deep with us on this episode of The Longer Game to enlighten brands on how to stop hyperventilating over KPIs and instead, be mission focused. Working from a mission focus means you know who you're tribe is and you're going after them, no matter what your role is at the company. Put down your broom, pour some whiskey, and get ready for takeoff.
The Longer Game (@thelongergame) is a podcast focused on leaning into the trends and advancements in retail so brands see a clearer path to success across ALL channels. We’re looking at retail in a whole new way, looking to better understand the future of retail. It’s Retail Reimagined.
Sharing hope about the future. No one channel can a business sustain. Go omni-channel.
Jaime Schwarz is the founder of the discipline and consultancy, Brand Therapy. After an award winning dozen years in the ad industry he built brand therapy to help companies focus on product market fit using all the tools our modern world has at your disposal. To wit, he has the world's oldest NFT patent focused on brand authentication and commercialization in phygital and digital worlds, and has helped dozens of companies from personal brands to Fortune 500's adapt to the world and market of today and tomorrow.
He is an adjunct at City College, lives in Hastings on Hudson, NY with his wife and two boys, and serves on the board of Wayfinders on the Hudson, and advisory board of XRSI.
Find them on Instagram: @jaime. schwarz
Find them on Facebook: /jaimeschwarz