Hanna Bergström
@hanna
Hanna Bergström
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
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
Michelle Wiles 🪄📈 • Diary of a Brand: Hoka
Interesting model and approach to brand marketing
“Istead of opting out of social media, how can we use it to connect and form relationships with figures or ideas we never before had access to?
Instead of mourning our sense of direction, how can we use our map apps to seek out tiny shops and cafes for a better sense of locality and sense of neighborhood in cities?”
In a fast-paced world full of intense economic/scientific/in...
sublime.app
“While smaller, niche players like Hoka and On Running doubled down on product innovation and grassroots marketing, Nike seemed stuck in a loop of digital experimentation that failed to excite the core sportswear consumer. By focusing almost exclusively on scaling its own digital platforms, apps, and virtual ventures, Nike alienated key wholesale partners and overlooked the growing demand for authentic, community-driven experiences in favor of short-term gains through DTC margins. Now it appears the long-term ramifications have finally caught up.”
Simply beautiful. Repetition is key.
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
Is Culture Dying?
Composition on Substack
substack.com
Simply beautiful. Repetition is key.
I’ll try to define my rituals, which automatically means defining what’s most important from an energy perspective
