To ensure that your brand is the 'only' one to fulfill a certain promise, you need to clearly define your brand's unique selling proposition (USP). This involves understanding your brand's origin, purpose, and vision. You should also be aware of the current or future trends your business is riding and how they align with your brand. Identify your top competitors and understand how they rank. Brainstorm and decide what makes your business the best and only one to fulfill the promise or deliver the best experience. Lastly, know when to add or subtract elements from your brand and find ways to engage your brand loyalists.

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To ensure your brand's purpose is communicated in 12 words or less, you should focus on the core values and mission of your brand. Simplify and condense these into a concise, clear statement that encapsulates what your brand stands for and aims to achieve. This statement should be easily understandable and memorable.

The content does not provide specific examples of brands that have successfully identified and ridden a business wave. However, some well-known examples from the business world include Apple, which rode the wave of digital music with the iPod and later the smartphone wave with the iPhone; Netflix, which identified and capitalized on the trend of streaming services; and Amazon, which leveraged the e-commerce wave.

To effectively communicate your brand's origin to your audience, you should first have a clear understanding of your brand's history and values. This includes knowing who your business is, where it has the most credibility, and what your purpose is. You should be able to articulate your brand's vision and the future of your business. It's also important to understand the current or future trends that your business is riding. Knowing your top competitors and what makes your business unique can also help in communicating your brand's origin. Lastly, finding ways to engage your brand loyalists can also help in spreading the word about your brand's origin.

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Zag: The Strategy of High Performance Brands

Zag delivers an interesting and unique approach about the authors’ view on branding and marketing. M...

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