1/ Convey your mission.
"Our mission is to create the world's best healthcare for billions of people, for free. What kind of brand voice conveys such a crazy ambitious mission? First, one that's bold. We say impolite things like, 'Hey, health insurance is evil. Second, our voice is empowering, not paternalistic. 'Doctor knows best' is not our style. We call people we serve 'members' instead of 'patients. Finally, we're optimistic. We need a voice that can break through the learned helplessness that healthcare is somehow unfixable."
--ADRIAN AOUN, founder and CEO, Forward
2/ Find a characteristic that other brands miss.
Diese Geschichte stammt aus der July - August 2023-Ausgabe von Entrepreneur US.
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Diese Geschichte stammt aus der July - August 2023-Ausgabe von Entrepreneur US.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
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