Brand Storytelling and Positioning
sari and
Brand Storytelling and Positioning
“The best approach in over-communicated society is the oversimplified message.” — Al Ries
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
One of the hardest things about positioning a startup is that in the early days, the vision is so distant from the reality of what you offer. And nobody really cares about the grand vision. They care about what the product is and what it can do for them today. Today, Airbnb’s corporate tagline is “Belong Anywhere” but that would’ve been a terrible
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Demain
demain.today
love the words in this lil gem of a microsite from Nashily, the head of storytelling at the browser company:
What can you do but tell your story.
Audre Lorde writes that it is through poetry that we give name to those ideas that are, until the poem, nameless and formless. She writes of poetry as illumination, as dream and vision, as the spawning ground for the most radical and daring of ideas.So, Audre Lorde and tech? Actually, yes.
Demain believes deeply in the poetics of founding and company building. In the earliest stages, founders, too, are poets shaping the nameless into existence.
You, too, are writing a new story, and these stories become the core of your company. They inform how you scale your people, your roadmap, your engineering practices. How you codify beliefs, priorities, decisions. How you build tomorrow, today.
Demain exists to help you tell your story, when it’s all still in your head.
Startup Handbook: Landing Page Copywriting
julian.com
Transformation can be a long golden age for brands. Cultures in this phase can feel new for a very long period as people take time to settle into their new normal. It’s the reason why somewhere in the recesses of our minds we still feel Google is a startup or Netflix is a challenger brand. Neither is true anymore, but that mentality speaks to the
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