How Brands Bridge The Identity Gap

Brands exist in the space between how people perceive themselves and how they behave. Our self-perceptions are the building blocks of our reality, and when the way we act doesn’t measure up to who we believe we are, it feels very uncomfortable. Oftentimes it’s the kind of pain that we will do nearly anything to resolve. All brands are vehicles for closing this gap. The bigger the gap the bigger the cognitive dissonance, and the bigger the opportunity for the brand. <a href="https://www.eightsleep.com/" rel="noopener ugc nofollow" target="_blank">Eight Sleep</a> is a premium bed cooling and sleep monitoring system made for professional athletes, but that’s not their core audience. Think of the average person who has bought into hustle culture, or is on the wellness fastrack, or is an entrepreneur, or generally sees themselves as a leader. Their self-perceptions hinge on their ability to be productive, and if those people struggle and fail to get out of bed at 5am over and over again in order to have a productive day, or if they struggle to focus, or if they don’t treat their bodies like the hardware to their mental software, then their identity is threatened. <a href="https://medium.com/concept-bureau-insights/how-brands-bridge-the-identity-gap-61c8fe0ff253">Learn More</a>