📚 ref - brand (world)building
insights on how to build a brand aka how to build a world.
📚 ref - brand (world)building
When Patagonia launched its sustainability campaign, it wasn't the design that won the world over. It was the simple sentence: "The Earth is Our Only Shareholder." It worked because it was smart. It landed because it was human. That small selection of words tells an entire story, not just about a company and its values, but about our world and its ... See more
'Language is looking up': The place of words in branding
The Duolingo Handbook
handbook.duolingo.comA visual palette cleanser - Google Drive
drive.google.comMark Bartling
linkedin.comPotential contact
See the value.
Connect with the value.
Have the borrowed authority that both ends win.
Future-proofing your brand: Brands are creating legitimacy by showing something behind it, selling it to the end-consumer with the proof that they have something good and valuable. Strategic partnerships help to keep them in the limelight.
Controlling the narrative: Why it’s brand matters. Rigorous training and testing of the technology to see that GORE-TEX has pushed itself beyond the limits of testing to extreme conditions (e.g. NASA).
What kinds of advantages do you have as a brand? (Personal or intellectual)
Social = cool by association (signals you are part of a group)
Technical = performance (helps you do something you couldn’t do before)
Experience = a story that people can aspire to (something they can come back to)
We’re an ingredient brand, which means we work directly with customers to create high-performance products featuring our technologies. Our customers include the world’s best outdoor, athletic, and lifestyle brands. They trust us because they know our product technologies and rigorous testing standards are as good as it gets.
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ingredient brand