People step into the stories you create for them

Effective brand management is the management of differences.
Case in point:
Superdrug’s private label packaging. (Superdrug is Britain’s second largest beauty & health retailer.)
It’s simple. It’s quiet. And it tells a story.

Image via

My 2¢:
What most people really want to know about a brand is: how is it different?
We humans love theories, but this post is about practice:
Be like Superdrug—give people stories they can step into.