Spade and Sperduti have eschewed the idea that the best way to sell a product is to tell your customers what they should think about it. Instead, they believe that a brand should speak for itself through its interactions with customers. Those interactions, in turn, must be driven by an authentic and clear brand vision. The general idea, says Spade, is that no matter the size of your company, your brand should “act small.”
Source: inc.com