Brand strategy

And it had that winning amalgamation of familiarity and desire: At the end of the show, Mr. Lauren emerged in a just-running-errands-on-a-Saturday outfit — olive button-down shirt, sleeves slightly rolled up, tucked into beige cargo pants — and waved to the crowd. (Familiarity.) At that very moment, the barn door behind him opened, revealing a... 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 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