Consistent, unique and relevant are the three characteristics that make up a brand that people positively talk about.
If you lose one, it all falls apart. It’s like a man I know who always wears a bowtie. He is consistent in wearing them. It is unique because people rarely wear them anymore, but it’s
not relevant.
At the end of the day, if this man were a brand, he would fall into the “clutter of the ordinary” category between being positively talked about and negatively talked about.
In short, it becomes something we see but pass by.
