Andrew Bredenkamp, the founder of Acrolinx, is advising against choosing common and overused factors such as 'friendly,' 'honest,' 'reliable,' as brand values. These are considered 'trite, non-differentiating factors' because they are so commonly used that they do not set your brand apart from others. Instead, they become cliché and do not contribute to a unique brand identity.
Everyday, hundreds of sales presentations are met with insipid feedback and rejection. To avoid this...
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