Uncover user problems really worth solving

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Personify

If you want to understand how to build a meaningful brand today and how it's different from the old marketing days then consider The Brand Commitment Framework is from Marty Neumeier's book The Brand Flip. 

Brand Positioning Framework

A simple, user-centric blueprint for a product requirements document that starts with an observed user problem or need to set the context for a clear hypothesis, core features of how it works and select value metrics for measuring impact of your feature or experiment.

Lenker