Looking from the other side

Quick, in one sentence: What’s the first thing that comes to your mind when you see …

… the McDonald’s logo?
… the Red Cross logo?
… an iPhone?
… Donald Trump?
… Billie Eilish?
… your product?

We’re super quick with a short statement like “That’s fast food.”, “It’s super tasty”, “Unhealthy diet.”, “It reminds me of my childhood.” when we think about others but we struggle a lot when it’s about ourselves.

Suddenly it’s not that easy to leave this aspect out or that. Suddenly it’s super important to include this detail and that.

Yet, for our customers it’s not like that. For them, we’re the others. They are just as quick with their statements about us as we are about them. They just don’t care what we might think we can’t leave out. They will happily leave it out for us.

It’s better to do this job ourselves. What’s the core that we would like our audience to think of when they are reminded of us?

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Dr. Michael Gerharz

Dr. Michael Gerharz

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