3 Ways to Turn Your Brand into a MovementLittle Spoon's Lisa Barnett has a strategy to turn customers into fans. It starts by reframing what your company stands for.

Lisa Barnett sees a crowded future: morebrands, more noise. "It's going to be expensive for you to get customers, so how do you get people to care?" she says. She is cofounder and president ofLittle Spoon, a DTC startup that makes meals for kids and babies, and that wordcareis big to her. For a brand to stand out, Barnett says, it needs to inspire passion — and that means it should treat itself like a movement. "It's rooted in a mission, and in solving and changing a reality you're not happy with," she says. Here's how to makeconsumersfeel that there's something at stake:

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