ASH AMBIRGE

Author, CEO & Founder

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Sometimes “It Is What It Is” = Best Business Policy of All

In: Branding, Finding Your Voice, Marketing,

Yesterday I stumbled across a website called—are you ready for this?

Yoga For Bad People.

Now, when you just read that, you either had one of two reactions:

1) Fucking love it.
2) Not for me.

And that is what the branding is meant to do—attract the people who will love them, while actively repelling the people who won’t.

Too often, we go to great lengths to attract, but not repel.

We don’t like to tell anyone they don’t belong. (A knee jerk reaction from our playground days.) So we hedge our bets. Keep it universal. Stick with “yoga studio.” Hope that we’ll get noticed without having to do anything to get noticed.

But the color pink doesn’t try to make itself more green, hoping to appeal to everybody who loves both. Pink is pink, and you either like it or you don’t. There are no apologies, and no justifications.

Sometimes, “it is what it is” is the best business policy of all.

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