We came across this superb graphic in an old Fast Company post on the debacle at Best Buy.

After considerable effort, the management of the troubled retailer announced a new tagline: “Making technology work for you.”

Ho-hum.

The post’s author, David Brier, quotes David Ogilvy: “You can’t bore people into buying your product.”

Being bland is easy, but damaging to your business, product, and/or service (aka “brand”).

Mattering to people isn’t that hard, and makes what you do emotionally meaningful.

When what you do is emotionally meaningful to others, they respond by doing what you need them to do.

Of course, becoming a business that matters takes more than a new slogan or tagline.

It requires a deep examination into why your business does what it does, why it matters in the world beyond profitibility.

It also requires a plan to align your business so that its way of being and presence work to make your Purpose Beyond Profit rationally significant and emotionally important to today’s shoppers.

Investing in a brand strategy is investing in your busienss.

Emotive Brand is a San Francisco branding agency.