I’m Stef Hamerlinck. A brand designer and strategist. I founded Let’s talk branding so I can help other designers learn more about strategy, design and branding.
The whole premise of 'how brands grow' by Byron Sharp is about companies wanting to capture market share. A lot of people get upset when you tell them that 'differentiation' isn't going to help them do that (alone). Or that focusing on loyalty instead of acquisition isn't the right strategy. Or that brand purpose might not help them get there.