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
The smartest brands already know this. They don’t market to you, they talk with you. They don’t chase culture but build it at their own speed. They don’t need to explain their moodboards, because their work says it better than the BTS inspiration ever could.
Haven't We Seen This All Before?
My opinion begins with a simple question: what is brand? To me, brand is a representation of you, your values, and what you think is important. Take that idea and sit on it, then ask yourself what Porsche stands for? What about Apple? Liquid Death? These companies are masters of brand, and they’re companies that inspire my thinking around it, parti... See more
David Cramer • What is Brand?
For brands in a post-Amazon world, the goal isn’t just about rediscovering the quality of a bygone era. It’s about inventing a new product altogether.
Randy Komisar • I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World
There is something beautiful in that. MSCHF is the rare company where being true to yourself allows you to make a comfortable living. If the MSCHF thesis turns out to be right—if taste becomes the key competitive advantage in an age where creation is cheap—then aren’t taste-based businesses the best possible outcome for the world? All you have to d... See more
Evan Armstrong • The Art of Scaling Taste
That inspired the vision he crafted from the beginning—to design a social environment where people not only came for great coffee, but also to connect to a certain culture.