Matter
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Matter
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
The Elegance of Nothing
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
from The Elegance of Nothing
from The Elegance of Nothing
Sublime
That Nike post is the perfect articulation of the fact that as soon as all the corporations learned how to be “data driven” all the leverage had already shifted back to those able to make decisions based on taste, insight, and intuition.
“If Nike opened a hotel, I think we'd be able to guess pretty accurately what it would be like. If Hyatt came out with sneakers, we'd have no clue. Because Hyatt doesn't have a brand. They have a logo."
Matt Klein • Interview with Seth Godin: On Strategy, Stories & How to Hack Back
business becomes a brand when it transcends its category of origin. It takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time.”