Be ‘The’ in business. Not ‘A’. Because of perception and how you make me feel about me.
If you’re ‘A’ something… you’re an also-ran. Like them. Indistinct.
If you’re ‘The’ something… you’re preeminent. Unique. Opinionated. Interesting.
A good ‘The’ business, will stand up for, and out for – something distinct and ownable. They’re different. So if I believe what you believe, I’m hooked!
Nationwide’s goodness-knows-what-it-cost rebranding (2023) has the line ‘a good way to bank’.
Meaningless. Nothing to say, own or follow. A missed opportunity. They forgot to give me something to love.