A great article and a friendly reminder from your brand experts at Spyglass about what matters most when your organization is trying to find the white space in your vertical and create separation from the competition. Though this particular article focuses on start-ups, there is plenty of wisdom for brands young and old. It’s a great example of how holistic thinking can bring a lot of bottom line value to any branding effort. We have many clients that come to us thinking that they only need a website, a logo, a tagline, an app, or a brochure to get the job done. But those are tactics—not a strategy. When we encourage our clients to step back and take the time to pinpoint what they want to accomplish, set specific sales/growth goals, clearly identify the audience and define brand voice, personality and key differentiators, they always agree that it is money and time well spent.