Stop sanding down your brand

We’ve all seen it. Sometimes it’s subtle. Sometimes it’s three competitors using the same word in 48-point type. An entire category starts competing with itself instead of competing for the customer. The claim wars begin. More this. Less that. Faster, cleaner, smarter, better. Cruise control kicks in. Everyone benchmarks one another until they start looking like one another. Data must become the adult in the room. DATA AND COMFORT I like data. It shows us what people clicked, what th...