People don’t think, they respond. In our connected world, the perception is that people are always-on, but they’re not always receiving. Emotional relevance and matching values are critical to gain attention.

People remember impressions (not messages), reacting to emotions (rather than facts). They respond to stories and zone out arguments. A brand needs to deliver a consistent impression over time; the brand should be inescapable through content, living in the memory, not the moment.

Just look at Elon Musk’s initiatives, proving that price is a key metric of value – not volume. Sustainable competitive advantage is driven through building a brand’s meaningful difference. A purpose that sells.