nighttime, good quests, audience capture, and the genius of no name's brand
startupy.substack.com
nighttime, good quests, audience capture, and the genius of no name's brand
Instead of starting brand first, you’re now starting cultural impact and audience first. Rather than listing 40 different benefits for Balm Dotcom (which is arguably just expensive Vaseline), Glossier built an aspirational thing to become: a Glossier girl. Ten years ago, a tube of Balm Dotcom was cuter to look at than a tube of Carmex or Aquaphor, ... See more
Nikita Walia • this is your brand with a universe
From Brand Strategy to Brand Anarchy
withinsight.substack.com