brand strategy

a thesis around plays + theatre in a digital world plays are one of the last forms of media that resist digitization -- not by accident, but by design. a play doesn’t scale. it doesn’t go viral (well, not the real thing. the idea of a play can spread. its songs, its brand, its aesthetics. but the core experience - the presence, the silence, the un... See more

When you solve problems, you get customers. When you give people better stories about themselves, you build movements. When you give them something to defend, you create evangelists.

the story you tell about a product, and the culture you build around that story, matters far more than the product itself

A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more

most companies see their potential customers as weak, naive, and prone to addiction.

what would the world look like if companies spoke to our highest values rather than looking to make a quick profit off our base instincts...

“Any damn fool can put on a deal,

but it takes genius, faith, and perseverance

to create a brand.”

- David Ogilvy

A startup is a story The story is useful because it brings people to work towards something together The story is limiting because employees let it dictate what they can and cannot do The story isn't real - a startup is just people and what they choose to do every morning