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.

Whatever you stand up for. Stand out for.

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