Seek Permanence

A brand must fulfill fundamental human-needs to be valued, to be loved; they must also reveal who a person aspires to be. Whether it’s to become happier, smarter, safer, cooler, younger, stronger, creative, etc., significant brands appeal to both the logical and aspirational sides of our psyche. If your goal is to build a lasting brand, it is only by providing value and emotional enrichment that consumers will consider you as a permanent staple in their lives.