It’s common nowadays to talk about the “culture wars.” The notion is that we’re profoundly divided about the kinds of people we want to be, and that we express these divisions in everyday, sometimes petty ways. But, in Roy’s view, this framing is wrong. It would be more accurate to say that there’s a war on culture; what we call the culture wars ar... See more

In this Diary of a Brand , I am introducing a new framework: the Brand Growth model — to explain how the Deckers and Hoka team took Hoka from obscurity to main street.

It’s purposely simple, and breaks up brand-building into two phases: definition and scaling. Definition is about distinctiveness — solving a problem for a specific niche. Scaling is a... See more

remember, "interesting" "inspiring" and "informative" are all at odds with "optimized"