allison

Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance

They see themselves in you’

“Ultimately, a great cult brand — your customers are your fans,” Sternberg says. “The reason they’re your fans, whether they can articulate this or not, is that they see themselves in you and your brand. The brand is a reflection of the best of them — of values that they think they hold, or they do hold, or want to hold,... See more

Executed well, brand is a multiplier on all your metrics. Yes, it’s more difficult to measure with pinpoint accuracy vs pure performance marketing, but there’s no question around its impact.”