1/ Convey your mission.
"Our mission is to create the world's best healthcare for billions of people, for free. What kind of brand voice conveys such a crazy ambitious mission? First, one that's bold. We say impolite things like, 'Hey, health insurance is evil. Second, our voice is empowering, not paternalistic. 'Doctor knows best' is not our style. We call people we serve 'members' instead of 'patients. Finally, we're optimistic. We need a voice that can break through the learned helplessness that healthcare is somehow unfixable."
--ADRIAN AOUN, founder and CEO, Forward
2/ Find a characteristic that other brands miss.
この記事は Entrepreneur US の July - August 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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この記事は Entrepreneur US の July - August 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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