The article discusses the importance of having a 'North Star' for businesses, particularly small ones, to guide their strategies and narratives. This central idea helps brands remain coherent and stand out amidst competing messages. The article references a campaign by Suncorp Insurance that exemplifies this concept by focusing on resilience rather than just product protection. It emphasizes that in challenging industries like insurance, a fresh and relevant North Star can differentiate a brand and create deeper connections with customers.
"Running a small business without a clear guiding idea feels much the same. Without a North Star, your brand risks getting lost in a sea of competing messages."
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