brand strategy

or how to build the reputation you want for your company

Great code can’t save a story no one understands.

Hiten Shah • Tweet

Never underestimate how much people just want to be on a winning team.

Product momentum and narrative momentum are both crucial. It’s probably best to have narrative momentum a little bit ahead of product momentum but not so much that you’re creating a credibility gap. The opposite, product far ahead of narrative, creates a ‘best kept secret’ gap.

anu • Tweet

Craft without commerciality will not save you when the money runs out

— a note for design founders

Commerciality without any sense of moral responsibility, will have you eaten alive by the public

— a note for mercenary founders

Reggie James • Tweet

Carol Sanford explained how essence is essential to companies, communities, and countries:

Essence can provide the foundation of a business and its offerings if it sources the unique and differentiated nature of who it is. Essence has been there since the company’s founding, but often recedes from its rightful role

Essence is unique to each company

Ari's Top 5—An Exploration of Essence

A lot of companies treat writing like marketing, or some kind of surface layer. They should think of it like infrastructure: an investment in alignment, in collective memory, in speed. When you take time to write it down, it's not “making content.” You're figuring out the operating system.

Adam Del x.com

Article

There’s a new genre of company that is Timeline Native. Timeline Native companies are birthed on the timeline and exist more so on social than in real life. The narrative around the construction of the business is the core product. The widget or service which they produce is beside the point. The product is us being able to decide and announce if... See more

Jeremy Giffon • Tweet

for too long, brands have been afraid of the word "should." they were afraid to be wrong or to alienate segments of the market. more and more, i think the next wave of great brands will be prescriptive. they'll tell you what you *should* believe. they'll paint a vivid vision of the future and position themselves as the... See more

jihad x.com