What always amazes me about every story I read or see about Boston’s own Life is Good company is they are missing one key thing about this inspiring orginization, the t-shirts are ridiculously comfortable. Period.

As many times as I have seen a story on cnbc or CBS about them and their remarkable rise to fame and fortune, the journalists fail to mention that they just make good products.

Sure, they are charming guys with a great rags to riches story, but behind the smiles on the shirts is comfort and more than anything else, trust.

You trust that there shirts, sweatshirts and every else will be well made and comfortable.

Bottom line, the guys are cool, jake and the dog are awesome but what it all comes down to is that they make a great product that you trust will deliver every time.

That’s branding.

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