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Lauren Gallo's avatar

Dude, Annie, YES. The founder's story one especially! Some brands do have a great founder story that can and does work in showing a unique point of differentiation...but this is very rare these days. Some brands that have tied it in well are Fable & Mane (the rooted in tradition tagline is so smart), for example, but the founder needing to be main personality is truly such a double edged sword (KVD, for example) if things go wrong. PS- Soft Services is SO good! Buffing Bar is helping my KP a lot.

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Katie Stone's avatar

Loved this! It feels like all of my subconscious feelings as both a brand consultant and (more importantly) a consumer were being fed back to me through your words, albeit much more eloquently.

Also - similar to “thoughtful” but I’ve had it with “intentional” and “mindful” as adverbs too

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