Things I Don’t Like. In No Particular Order.

  1. I don’t like when people wearing earbuds or iPods approach smiling because of what they’re listening to, not because they’re happy to see me.
  2. I don’t like not picking people up at the airport simply because it’s easier to take .
  3. I don’t like new apartment buildings and office buildings that are built without any roads being added to handle the extra traffic their residents create.
  4. I don’t like SUVs.
  5. I don’t like the new Reebok logo.
  6. I don’t like the new and angry direction of politics.
  7. I don’t like that people dress casually to and I never know what to wear.
  8. I don’t like that most new cars – including so-called sports cars – are no longer available with manual transmissions.
  9. I don’t like that I have almost 700 channels on my TV and still can’t find anything to watch.
  10. I don’t like that Monday’s crossword puzzles are too easy and Saturday’s are too hard.
  11. I don’t like stupid movies.
  12. I don’t like the way animals are treated in factory farms and industrialized agriculture.
  13. I don’t like that airplane seats are getting smaller and smaller while the population is getting bigger and bigger.
  14. I don’t like wearing a tuxedo when the invitation says, “black tie optional.”
  15. I don’t like black tie optional.
  16. I don’t like people who talk in movies, concerts, speeches or religious ceremonies.
  17. I don’t like it that I have never once been chosen for jury duty.
  18. I don’t like reality television.
  19. I don’t like soda.
  20. I don’t like drivers who honk their horns when the light turns green.
  21. I don’t like drivers who are too busy texting to start driving when the light turns green.
  22. I don’t like the color green.
  23. Except on plants.
  24. And money.
  25. I don’t like decaf coffee or lite beer.
  26. I don’t like noisy little yippy dogs.
  27. I don’t like the smell of potpourri, incense or scented candles.
  28. Unless they’re vanilla.
  29. I don’t like anything that makes me itch.
  30. I don’t like pineapple on pizza.

Things I Don't LikeWhat Does All This Have to do with ?

Wow. You made it through 30 random things I don’t like. I’d bet if you created your own list of 30 things you don’t like you’d include some of my things and plenty that I haven’t thought of yet. And chances are you’d also put some of the things I don’t like on your own list of 30 random things you do like.

What’s my point? That if you’re trying to build an All About Them , it’s critically important to know your customers – what they like and what they don’t like. But what’s even more important is to compile a list of the universal things they like and don’t like and make sure you embrace or eschew those things and those values in your brand.

A Good Brand. And a Great Brand.

After all, only when you can relate to the people you want to sell your products and services to will they want to buy from you. Because a good brand makes people feel good. But a great brand makes people feel good about themselves.

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