The myth of the ‘bespoke brand’

While it’s typically used to describe tailor-made fashion, the word ‘bespoke’ can be defined as anything that is “made for a particular customer or user.”

Besides the fact that 'bespoke' so overused in business mission statements it’s trite, it’s also blatantly self-evident.

Of course(!) you’re a bespoke brand—built for your customers, designed around their problems, made to match their needs, goals, and ambitions. That’s what a business is for.

To do anything less is a hindrance.