Brand Storytelling and Positioning
sari and
Brand Storytelling and Positioning
Tighten the vice so people feel snug, not strangled. Find ways, either through context, belief systems or vision to tether all of the chaos down to something that makes sense of the world, that creates tension against the looseness.
Jasmine Bina • A Time to Build Tight Brands in the Chaos of Loose Cultures
Many promising ideas fail to see the light of day not because they're wrong, but because their champions fail to persuade the right audience.
Having a good idea is less than half the battle. Change is fueled by people with the will and skill to communicate their visions.
in the case of VR at Oculus, we also never really felt like the world had a Northstar that could truly capture human hearts and minds, and without that it would be impossible to transition VR from being a niche gamer tech to the incredible spatial computing paradigm that we always thought it potentially represented (which I still very much believe... See more
Vision Pro is an over-engineered “devkit” // Hardware bleeds genius & audacity but software story is disheartening // What we got wrong at Oculus that Apple got right // Why...
on storytelling - without a Northstar, you have nothing. (this is from the former head of Oculus at Meta)
In the old world of broadcast communication that Naomi Klein wrote about, promotion was limited to a few channels, so multinationals with massive advertising budgets had the power to sell a brand monoculture. Now every night, on Twitter, on Instagram, on TikTok, we scroll and see brands smushed up next to real people in the feed. Branding
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