don't brand me

"Be guided by beauty. I really mean that. I think pretty much everything I've done has had an aesthetic component—at least to me. Now, you might think, "Building a company that's trading bonds? What's so aesthetic about that?" What's aesthetic about it is doing it right. Getting the right kind of people, and approaching the problem, and doing it... See more

engagement with an activity or theme or way of life that is taken up wholeheartedly—not necessarily without reservation but without any holding back, without *avoidance* or ironic distancing and also without facade or artifice. Brand values are not sincere; a hiker’s love of hiking and pursuit of the outdoors is.

He didn’t approach color with scientific rigor, but rather he was captivated by its ability to evoke memories and emotions. Red was important to him not just because it carried a bold presence, but for what it symbolized. Red is “the color of the Communist flag, the color that makes a surgeon move faster and the color of passion

Aesthetics. An entire aesthetic world is a lot harder to copy than a visual handwriting or a tone of voice. It also takes longer to develop. Aesthetics is a value innovation form that stems from the brand POV. This aesthetic POV defines who the company is, what it stands for and also what kind of customers it wants to cultivate.

It can be scary to draw that line in the sand — especially when it’s your business and livelihood. Doing so immediately alienates certain people or entire groups. But taking a stand is important because you become a beacon for those individuals who are your people, your tribe, and your audience. When you hoist your viewpoint up like a flag, people

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Trust is an inherently vulnerable act, because it's about assuming the best from other people, and acting accordingly, even though we can never have enough information about anyone or their motives to feel fully safe. If there wasn't real potential for getting hurt, trust wouldn't be required. It's a leap of faith that allows this entire... See more

12 Blankets That Turn Comfort Into an Art Form