What's your role? [thought 2]

First of all you(r brand or company) needs to know where you sit in the world; second you have to let people know it.

Consumers need clarity on your reason for being; good, bad, ugly, pretty.

It’s a strength often pretended, but not often really used - so make a real stand. Have a clear role in people’s lives. It will deliver clarity, for you and your brand in the eyes of your audience.

Once you've established your role, tell the world about it. But don't make things up, just tell it like it is. Be unfiltered.

Rainbeer for example is an Amsterdam micro brew by brewery De Prael that uses superfluous rainwater in the city to make a great tasting beer and do its part to solve this Venetian challenge.

We created [NOFILTER] to help brands show their true character in this fantastic new digital world. And we created a book with our point of view in 19 thoughts on how to do just that. This is the second one. In the oncoming months we will publish the others one by one.

Please reach out here to ask questions, comment or give us your ideas.