A little better, never perfect …

“A little better, never perfect” is the tagline that Camper shoes use to promote their environmentally aware wabi range.

The shoes are great, and so is the brand positioning. It is the best example I know of a brand that recognises that we are only human, and that we are allowed to admit our shortcomings.wabi.jpg

Consumers don’t expect your brand or business to be perfect. So don’t try to be.

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