branding, strategy and positioning
a brand is a "point of view" of a company. emphasis on pov.
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straight facts everyone forgets it
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
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Culture is the deepest moat one can create.
Soleio from indie interview
“Now there are like 12 Slack competitors and the main difference is branding.”
If you pay attention, you’ll see that today’s winning brands understand the customer’s story is the only one that matters. Your most important job as a brand is to show people whom they can become with your product.
Great brands know this and understand they are in the business of helping people realize their potential, regardless of what the produc... See more
Great brands know this and understand they are in the business of helping people realize their potential, regardless of what the produc... See more
Jasmine Bina, Concept Bureau
Brand 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?
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