Brand Desire - The Secret Sauce

Bex: Brand desire is very difficult to create. It's very difficult to sustain. But that's the secret sauce. You can't initially create brand desire for everybody, right? You got a focus on your very your target audience. Who are the first movers who are going to be the first people that are going to hop in and believe in you when nobody knows who you are? And you want to build desire for those people first. When you do that, then you have proof points. You've got customers stories. And guess what? They're going to do. Your customers are basically part of your sales force. i think that that is something that just isn't talked about