The benefits and risks of riding a bigger brand’s coattails

Putting your organization in the context of a household name makes it more likely to resonate with new fans and potential customers.

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“We are the premier service on the East Coast that delivers groceries to clients on the same day they place their order. We are able to reach millions of homes, since we don’t restrict our deliveries to a single store—we work with many different grocery chains in different areas.”

That’s not a bad answer. It contains a lot of useful information, even if it lacks a bit of inspiration. But there’s a better way to create instant understanding—and capture some of the cachet of larger, better-established brands. Imagine, for example, if the client in the example above had started his answer this way: “We’re the iTunes of grocery delivery.” The more complete answer might say:

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