The Interests of the Founder vs. the Audience in Building a Brand
Eugene Kanselfprojectingprojections.substack.com
The Interests of the Founder vs. the Audience in Building a Brand
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more
Dan Frommer • The Scott Sternberg guide to building emotional brands
And maybe that’s part of the problem, trying to be legible to everyone. The tug of war of wanting to water things down for mass adoption versus building something I want for myself and trusting the others will come.
sari azout • Making Sublime
The second assumption is just as dangerous: it is the dangerously linear assumption that the best way to build a brand is to set out to build a brand. I really don’t believe this. I think if you set out to build a great business, you’ll stand a fair chance of building a great brand. I am not equally confident that someone aspiring to build a great
... See moreRory Sutherland • Rory Sutherland
what would it mean for brands to stop pointing to culture, and to start being it? To do so, they would have to go far beyond marketing, to offer meaningful modes of participation. Is it even possible for companies to be in service of something greater than themselves?