When people are looking for something to buy they want to buy from someone with the same values. People seek out brands because the brand is congruent with who they are. When creating a product understand who your market is and what their values are.
What are their lifestyle habits? What is their income? What is their relationship status? What is their mood, their religion, their career?
Think of who you want to market too and be a brand people can get behind.
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