Business
A brand must continuously find ways to deepen relationships not between the brand and the people, but between and among the people themselves.
How To Brand A Community
On TikTok, we create virtual mirrors. We teach our algorithms to reflect only what’s relatable to us and our inner selves . Our views, likes, and shares are all validations of what feels deeply true to who we are. It creates a kind of intimacy, a reflection of our subconscious.
Knowing this, brands have to compete for our attention differently. In o... See more
Knowing this, brands have to compete for our attention differently. In o... See more
Goodbye Relevance, Hello Relatability: The New Industry of Brand Connection
The future isn’t new technology. The future is changed people. Your brand should be placing its bets on who we will become.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
- Merit Beauty could only feel like a calming Millennial brand once it was positioned in the chaos of Sephora’s Gen Z aisles.
- Costco spends a lot of money to make their warehouses look stripped down, so what you buy off the crate feels like a good deal.
- Red Bull didn’t mean anything until Dietrich Mateschitz and Chaleo Yoovidhya started placing empty
In branding, the context has become the product
people don’t buy products when they understand them. they buy products when they feel understood.
Cheaper, faster, or better?
If I wanted to cut the price in half, what would I do?
If I wanted to cut the time in half, what would I do?
If I wanted twice the quality, what would I do?
If I wanted to cut the price in half, what would I do?
If I wanted to cut the time in half, what would I do?
If I wanted twice the quality, what would I do?
It seems that Peter Thiel’s framing in Zero to One is much more powerful in capturing the attention of founders:
“A great company is a conspiracy to change the world"