The four factors outlined in the preceding chapters—purpose, delivery, resonance, and differentiation—combine to create a brand’s meaningfully different experience. This is not a sequential process. For instance, your brand’s purpose will inform the audience to whom the brand appeals, what is most important in terms of delivery, and what will differentiate your brand from the alternatives. Identifying a brand’s meaningfully different experience is not linear; it is a matter of synthesis. The fusion of the four key factors is what determines whether or not a brand is meaningfully different.
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