Clarity over cool: Éva Goicochea on building maude and a category-defining brand
Most brands don’t have a positioning problem; they have a clarity problem. Éva Goicochea argues that if your team and your customers can’t explain what you are and why you exist, then you don’t actually have a brand. The brands that do last are those that pair a clear mission with ruthless discipline – and know exactly who and what to say no to.