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Consumers are in control now more than ever before—and they demand more than ever before. We’ve felt this shift during our 27 years of experience and have adapted our approach instinctively. It’s no longer enough to focus on brand positioning. Our core belief has been that, rst and foremost, brands must offer something of value to consumers. Something useful. Then they can communicate this usefulness through messaging.
The word “useful” eludes many brands. Most think it’s only about function. T3 believes—and consumers do, too—that usefulness is much more than one thing. Brands fail to be useful because they don’t understand what that word means to consumers. We put this hypothesis to the test through the Useful Brand Study.
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