Brand Storytelling and Positioning
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Brand Storytelling and Positioning
You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more
Polina Pompliano • How Eight Sleep Co-Founder Alex Zatarain Built a Company That Pioneered the ‘Sleep Fitness’ Category
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 people’s minds... See more
Karri Saarinenx.com
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
7 threads to help you win others to your way of thinking - through clear writing and compelling storytelling:
Dickie Bush 🚢twitter.comPrimary
primary.studio