Branding

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

Have a contrarian point of view. Traits of a top-tier contrarian view:

• People can disagree with it, like the thesis of a persuasive essay. It’s debatable.


• Something you truly believe and can advocate for. Before future investors, customers, and team members do, you have to have personal conviction in it. And you have to believe people will be better

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A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.

Brent Beshore, on Brands: Most people think brands are made up of logos and slogans, but here's another way to think about it: "A brand is the range of expected outcomes you can expect from any company or person... What you can count on, rely on, and plan around." It's a set of... See more