Have you ever wondered what makes a brand successful? Is it just about being memorable or is there something more? In this episode, we'll explore the importance of developing a clear brand direction based on identifying a problem to solve for a specific target market. Igor will share his insights on breaking your audience up into specific categories, understanding the needs and wants of a target audience, and the impact of messaging on the success of a brand. Join us as we dive into the world of branding and discover the key factors that can make or break a brand's success.