Brand strategy

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.

That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more

/// 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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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