1. Introduction - People Don't Buy Products; They Buy Brands.
People don't buy products — they buy brands.
A brand position is a superpower that outweighs features, benefits, and pricing.
Most start-ups neglect their brand story while focusing on business plans and financials.
2. The Three Rules: What Makes an Effective Brand Story?
Align with your target customer's needs. Own a clear, relevant position
Establish a differentiator -- the foundation of your brand story.
Never let go of your brand concept.
3. Differentiation: Competing in a Sea of Commodities
Every product or service — from law firms to coffee — is a commodity.
You don't need a unique product. You need a unique brand.
4. About Bruce Miller
Roots of the Brand Story method
Filmmaker Roots — Story Has Structure
A Career Built on Brand Story
5. The History of Brand Positioning
The 1960s: When Brand Stories Were Born
David Ogilvy: The Father of Modern Advertising
The Four C’s: Every brand communication must pass four tests
6. Connecting with Customers - How to Align with Your Target Customer
Steve Jobs: The brand story begins with the customer — not the product.
Brands Work Subconsciously — Know Your Persona
Case Study: Beyond Meat — Getting the Target Customer Right
7. Know Your Customer - Building Your Brand Personas
The Six-Element Persona Framework
Broad vs. Narrow customer targeting
Building Personas with AI