Sent by Elijah Delporte on
January 2, 2024
These are the words of Theodore Levitt, Harvard Business School professor.
And in other words, he's saying:
Don't market the product,
Market the reason the product is bought.
The point is this:
People don't want to buy a t-shirt
They want the identity that comes with it.
With this in mind...
Sell the identity
Sell the idea
Sell the culture
And communicate it to your customers
As persistently and earnestly as you can.
Truly,
Elijah
P.S. Happy New Year! I hope you enjoyed the time with those you love. May 2024 be a successful year for you and your streetwear brand.
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