An intriguing post on FastCompany.com by Sebastian Buck, co-founder of creative agency enso, makes the point that marketing a brand vision is a stronger long-term strategy than marketing a product.
Buck writes that "more visionary brands market something much more compelling than what they have to sell today: They champion a long-term vision for something meaningful that we can all get behind. Making this switch, from selling today’s products or services to selling a timeless, optimistic vision, can benefit us all—and drive business success in the short and long term."
Buck offers a number of examples of brands that do it right, such as Patagonia who "champions a sustainable planet" and Nike who "champions an athletic mindset." Read the post to learn more.
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