How you frame (or reframe) something is everything

A kitchen isn’t a kitchen, it’s a bespoke living space for the people you love.

An electric car isn’t a car, it’s a planet-saving, technologically advanced status symbol.

A bandwidth provider isn’t a bandwidth provider, they're powering your cosy nights in front of Netflix with your partner.

A protein bar isn’t a protein bar, it’s a source of energy to get you through your busy working day.

A supplement isn’t a supplement, it’s a mood-enhancing focus tool for the price of a daily coffee.

People don't care about the thing, they care about what the thing gives them or how it makes them feel (even if they say otherwise).

With one caveat: you can't frame (or reframe) a brand, product, or message into something it's not.

Truth and authenticity matter more than ever.