🔧 how to build a brand

Abstraction should become core to the way we speak biology, in particular outside of the confines of academia. How can you wonder at the marvel of biology if all you hear is “envelope capsid design”? We need to carefully survey how we present our ideas to the public, such that they can marvel and wonder at the beauty of what we have built.

You’re not just marketing a product but inviting your audience into your ‘world’: a world that must feel real enough to believe in, important enough to matter, and human enough to connect to.

The GORE-TEX brand name is something that now exists beyond the mere physical; mentioning the word acts like a stamp of approval — a metaphorical guarantee that the piece in question will perform to the highest possible standards.

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.

When someone scrolls through your website, how can they see themselves living the future you’re building?