Brand Storytelling and Positioning

The more inflated the language in your startup's pitch, the less convincing it seems. If you're a seed stage company, don't tell me you're transforming global this or poised to dominate that. Tell me you noticed something that might turn out to be an overlooked opportunity.

This is a message for everyone who treats loyalty programs like they're a joke: today's @KITH announcement should be a serious wake-up call for you. Here's why. 👀 I've loved Kith for years, so I've already been on the higher end of the LTV spectrum. But there's no doubt in my… Show more

if you're insanely talented at something but nobody gets it, it's worth paying someone who's insanely talented at marketing/comms to translate, frame, package that talent into something that people appreciate

Often founders think brand is a logo or the colors, and that it’s something you can think about later. With @linear we thought about it the brand from the day one. But brand is not a logo, colors or the website. It’s what you stand for as a company. You then build the brand in… Show more

the vibe I get from every product called Something AI "Nearly everything in our daily lives is improved by Chemistry. From transportation, to the clothes we wear! Chemistry helps bring us better food. Makes our homes more beautiful, more comfortable. Helps protect our health,… Show more

That companies are supposed to have a “vision” and a “mission” is confusing as hell and I’ve never met anyone who can explain the difference. Much easier and more useful: What do you do? For who? How do you do it? WHY?

The timeline is full of people dunking on Twitter Blue. But Blue offers features people have been requesting for years. So why is it seen as embarrassing to subscribe? It's a case study in messaging. Here's how to gain or lose prestige, and how to make a product desirable...

A hero’s journey—for your website’s homepage hero. In this 🧵, I’ll use Airbnb’s hero evolution to chart the path from newcomer to established category leader.

Names are powerful. They shape how we think — both consciously and subconsciously. Here are 10 name changes that flipped public perception:

Struggling to market your DAO? Today, @cryptohun3y tweeted a good take. If you're web3, it's easy to agree. But few DAO operators could define a narrative—much less create one. Thread: How to create a narrative that attracts people to your DAO.