Branding's two most forgotten — and most powerful — rules.
It’s one of the great paradoxes of modern brand building.
In a world where brands have more data, more access, more tools than ever before… most of them still don’t really know who they’re talking to.
They know their age bracket.
They know their postcode.
They know what time they open their emails.
But they don’t know what they order at a drive-thru at 11pm.
They don’t know what podcast they play when they can’t sleep.
They don’t know the irrational thing they always splurge on, even when money’s tight.
And that’s the difference between talking to people and knowing them.
Rule One: Know Your People.
This is Branding 101.
It always has been. Long before TikTok trends and conversion funnels and customer personas with fake stock photo names.
The brands that matter most are the brands that know us best.
Continue reading on our Substack, Public Opinion.
