Brand strategy

/// 100 QUESTIONS /// to gain clarity via Alex Morris:

1. Why are we doing this? 

   1. Ask that of yourself and the team with regularity.

2. What’s the simplest  explanation? 

3. What reaction should all the creative achieve? 

4. What’s your most controversial opinion? 

5. What little frictions exist that might bleed out the work if allowed to compound?

6. Are you solving a

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For these brands, and many others, here is one theory on the Ralph Lauren formula: It’s about combining familiarity and desire.

Best definition of brand I've ever seen. In a world where everything is becoming commoditized, understanding what makes a brand is key. h/t @ThisIsSethsBlog https://t.co/g6i7aVXqYn

If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.

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