The Importance of Facts in Branding

One of my favorite occurrences is when I was actually on a call with the other client and they had put some results from a survey in through the process. They had an insight which was something along the lines of 70% of our customers prefer green clothing to other colors. The conversation started around is that a fact or an insight but it became so much more it was fantastic. So we've got two points of evidence here we have no idea why this is, he says. He then describes how his company paid like 10 times over just for that one call because they discovered this thing.

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