Laura Busche Quotes

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

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Brands play in an exciting sandbox of symbolic meanings.

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People change, and so do their aspirations, and so should brands.

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Make sure you test your brand story’s recipe with whomever you’re cooking it for.

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Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity - in startups, enterprises, and life itself.

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Lean brands are the result of continually testing assumptions.

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Do everything in your power to make customers go confidently in the direction of their purchase intention.

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Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

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Products shouldn’t just work well, they must unfold well.

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People relate to people, and if your brand feels like people, they’ll relate to you, too.

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So, you don’t have money to invest in your brand? You do have money for damage control, right?

Here’s the thing: anyone can make your brand inferior in your absence.

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Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.

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In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter.

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What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?

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All human aspirations are opportunities for brands to build relationships.

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Your brand story’s “happily ever after” involves open wallets.

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