More Perfect

The best brands are effortless. They make a promise a product must fulfill, and fulfilling the promise requires vigilance. Brands are a contract with yourself and your audience. Great brands also offer a container for contradiction.

“More perfect” drives the first sentence of the preamble to our Constitution. It is the best brand positioning ever created. Two words, each amplified the other. Perfect allows for the belief that we are unique. And we are in myriad ways, both good and bad. More allows for the notion we can be better. That America is a promise not yet fulfilled. How can something perfect be improved upon? It makes no logical sense, yet we know what it means.

The phrase is effortless, yet the promise is relentless. “A republic, if you can keep it.”