Brands, much like my middle school self, spend time figuring out how to get people to like them-crafting their best version of the "Michael Jackson moves" they think people want to see.
Most brands are obsessed with their "reasons to believe" but almost never stop to think about their "reasons to not believe." Understanding why people don't trust or like you is the first step.
If people don't like your brand because of a misconception, congratulations-there's a fix for that. When your brand is misunderstood, misjudged, or misaligned, you can course-correct.
Once you start asking these uncomfortable questions, you'll find that the answers unlock more than just a few tweaks. They unlock strategy.
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