You can only go so far with designing a good product. The product also needs to echo the values of a brand. People who buy products don’t buy them only because of their aesthetics or functionality. A major underlying motive is emotional connect… and that happens with a product, but more strongly with a brand. It’s probably why iPhone users are still iPhone users, or people who drive Teslas aren’t probably going to buy a Hummer any time soon. A brand’s core values, paired with