Brand strategy

Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)

I was talking to a friend about why we decided to invite only paying believers to the Sublime private beta. My answer is that charging early for a product creates high expectations, and in aspiring to meet those expectations, we are held accountable to deliver a product you love and trust. My answer is that growing Sublime the right way is more... See more

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,... See more

I think our competitive aim is always been... This is going to sound like very basic but it’s true. It’s just we do what we say we’re going to do when we say we’re going to do it. We just try to practice extreme reliability. And it’s an accruing advantage because the more people know that you’ll do what you say you’re going to do, you’re going to... See more