branding, strategy and positioning
Look for how your brand can connect to more than just one part of someone’s life. There is a story to be told that is much bigger than your product.
Make the connection and go deeper into your consumer’s world.
Some people find status games distasteful. Despite this, everyone I know is engaged in multiple status games. Some people sneer at people hashtag spamming on Instagram, but then retweet praise on Twitter. Others roll their eyes at photo albums of expensive meals on Facebook but then submit research papers to prestigious journals in the hopes of bei
... See moreRemains of the Day • Status as a Service (StaaS) — Remains of the Day
People already have pretty sophisticated understanding of brands already, and brand isn't underestimated. It's just that you really have to stress test. Do people really need it when they say they want to have a revolutionary brand? Or they want to have a brand that changes everything, or that they're very committed to renovating or redoing or upda
... See moreBrand is an organising belief. When you have a strong organising belief, you’ve made the only decision you’ve needed to make. Because everything gets filtered through that belief.
What do stand for? What do we need to do here?
Culture is the deepest moat one can create.
Soleio from indie interview
How do we design radical alternative futures? → Start with alternative values that can't be easily vampire attacked by incumbents.
If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one