Want to Improve Your Marketing? Use This 5-Step Strategy From by the Branding Agency Behind Allbirds, Ramp, and Supergoop | Entrepreneur

"To truly connect with consumers, you must understand their problem - down to a fundamental, human level."

"When you're writing a strategy and you have a really deep consumer insight, you must be incredibly annoying and keep asking, 'Okay, but why does that actually matter?'."

"The Why Test encourages businesses to push past surface-level solutions to discover deeper emotional or functional significance that resonates with consumers."

"Keep asking why until you uncover a unique or powerful insight which helps to deepen brand connection with your audience."

The article discusses the "Why Test," a framework created by Emily Heyward to help brands connect with their customers on a deeper level. By repeatedly asking founders why their products or messages matter, Heyward encourages a thorough exploration of consumer motivations. This method aims to push past simple solutions and uncover deeper emotional or functional insights that resonate with consumers. The process involves writing down a brand's core message and continuously asking why this matters, ultimately leading to a unique brand insight that enhances connection with the audience.

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