The Origin Story

I’ve got a webinar in 15 mins so i’d be keeping this short and sweet.
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So, except you’ve been living under a rock, I’m pretty sure you’ve that concept of the face of the brand.
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And it’s commonly assumed to mean an individual that personifies a brand… someone whom customers can relate to.
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In most cases, it’s the founder or some senior executive that’s been with the brand for an extended period of time.
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Asides being a spokesman for the brand in public, this individual is the person whom people recall once the brand is mentioned.
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Now why I am telling you this?
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Well, the reason why this face of the brand concept is popular is because all these individuals have an Origin story.
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A single story that encompasses the reason for the existence of that brand.
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And for most DTC Ecom brands, the welcome sequence is the perfect opportunity to tell that brand story.
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Sadly, far too many mess it up.
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And for the few that do, they don’t do it well enough.
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And I’m almost certain it’s not due to a lack of ability.
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It’s usually trying to do multiple things in one email.
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Well… more on this tomorrow.
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JAI