Brand strategy
Cosima and
Brand strategy
Too many businesses don’t really understand that the core of their business is making people feel good. Whether it’s walking into a store or a restaurant, or being on an airplane, most people go through life hoping that good things will happen to them, and they return to businesses that make those things happen.
Alison Beard • Life’s Work: An Interview with Ruth Reichl
“Pick a lane, and fill it” - Tony Stubblebine
/// 100 QUESTIONS /// to gain clarity via Alex Morris:
Why are we doing this?
Ask that of yourself and the team with regularity.
What’s the simplest explanation?
What reaction should all the creative achieve?
What’s your most controversial opinion?
What little frictions exist that might bleed out the work if allowed to compound?
Are you solving a
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation,
... See moreJack Trout • Positioning: The Battle for Your Mind
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
David Sherry and
So, I’ve developed an eye for what's personally novel or different. Anything that isn't that, I let it be a wind that blows by. If my antenna picks up that there's something truthful there, I dig in. Otherwise, it doesn’t bother me.
Yancy Strickler