Brand of the Year 2016

Everyone is looking for that sweet spot where an unfilled need or desire leaves consumers primed to buy as soon as a good option presents itself. But identifying your niche isn't enough. So often in life, going against the grain has a negative connotation to it. Thoughts like "What if I fail?" or "That's not what our competition is doing" can deter companies from venturing outside of their 'that's-what-we've-always-done' comfort zone. But being different is vital for value growth as it helps to make brands creative, in control, and trustworthy in the eyes of consumers. A strong brand can create referrals or viral traffic because people love to tell others about the brands they like. People eat, listen and wear brands, and they are...