Why empathy matters when positioning your brand

Empathy and business: two seemingly unrelated topics. Yet, it's the strong foundation of Smoketown, a brand strategy, research and design consultancy helping founders build brands that matter.

As founder Ryan Pintado-Vertner explains, "Empathy is simply a really focused and committed attempt to understand where people are coming from and why they might be buying your product." In other words, it can be a key part of your brand's success.

In this video, Pintado-Vertner dives into why empathy and authenticity are important when positioning your brand. Plus, he breaks down how you can start meeting consumers' needs in a meaningful way.

Learn more about empathy within business from Ryan Pintado-Vertner and other industry experts at Natural Products Business School at Expo East.

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