There’s no hack to sustainable growth.
In recent years the art of branding has evolved impressively in the understanding and incorporation of behavioural science. And although this science can teach us many ways to hack people’s decisions, it is not equipped to motivate people in the long haul.
Psychological research shows that tricking people into doing things may help companies in the short term, but it takes continuous and exponentially growing investments to achieve the same effects over time.
Meanwhile, the same research shows a much more interesting approach: motivating behavior through communication based on the differentiating identity of a brand. In other words, every investment made into yourself will further enable and motivate the customer to choose your brand.
Investing in your own identity is the best way to achieve sustainable growth.
