Strategy

The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.

A publication isn't content. A publication is the exploration

of an idea.

A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to... See more

Instead of just being a destination for reading content, like Medium or Wikipedia, the cohort of knowledge-sharing startups are focused on helping people create and organize information, but also tap into crowdsourced knowledge that's then shared and published.