Brand Storytelling and Positioning
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Brand Storytelling and Positioning
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Marty Neumier • 3 highlights
amazon.com
people don’t buy products when they understand them. they buy products when they feel understood.
Rory Sutherland on Lenny’s Podcast:
Products like Meta Portal TV, Google Glass, Japanese toilets, and wine boxes were amazing products but something about the timing or the marketing was wrong and the consumer never bit
Rory on Japanese toilets: “I think it’s barbaric that the Western Hemisphere dry wipes.”
The reason most people adopt new technology
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)
Tight brands like Greenpeace, Trumpism or the modern Académie Française may appear like anomalies, but they are in fact deeply human—and highly predictable—reactions to loose cultures. The people in these groups felt destabilized by evaporating social codes, and in that mental state, welcomed in the strong voice of certainty. Where there is chaos,
... See moreJasmine Bina • A Time to Build Tight Brands in the Chaos of Loose Cultures
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
... See moreToby Shorin • Life After Lifestyle
"People are our Power" | A Conversation with Lindsay Kaplan, Co-Founder of Chief.com
Tom Whitewhitenoise.email
THREAD: The top 0.1% of marketing mental models.
Compressing a 6-year career into the best 8 ideas:
George Macktwitter.com