The Japanese call it Otaku which translates as:
“The space between a hobby and an obsession”
Visually and emotionally Jesse says the closest thing to explaining it is “that feeling you experience when you create a connection with a brand so strong that people of all walks of life express their allegiance and the fire they have inside for that brand by throwing up the hand sign known as the devil horns”.
It’s when your customers are so passionate about your brand they actually will you to succeed.
It’s connecting with your demographic so authentically they’d get a tattoo of your logo on their body.
Department stores with super selections are being reduced to rubble before our eyes and being replaced with farmers markets and artisanal, curated products. This tipping point forecasts the current human climate change and the new, burning desire to connect with something deeper, something more, much more than another “big corporate brand.”
– Jesse James Wroblewski
Brand Differentiation Expert
Our first book on meaningful brand differentiation is already an up-and-coming cult classic in the marketing industry!
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