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Friday, February 15, 2008

The proactive health and healthy lifestyles brand

Healthy brands are proactive. They are enablers. They allow us to be more and to achieve more, than would otherwise be the case. 
Here's a list of the differences between proactive and reactive (soon to become irrelevant) brands. Proactive brands:
- lead with actions versus words
- are coherent rather than consistent
- engage rather than lecture
- transform rather than preserve
- encourage relationships versus individuality   
- are bottom up versus top down
- let us inside versus hiding behind the curtain
- extend beyond their category
- liberate customers versus control them

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