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The classic example of brand advertising, meanwhile, is Coca-Cola. Coke doesn’t care that you buy that Coke right now, but rather that next time you’re thirsty at a movie theater, you reach for a Coke and not a Pepsi. Companies like Nike and Disney also rely heavily on brand advertising, building long-term brand equity.

Whenever I have a bad writing day, I take a peek at Kafka's diary.

There’s also a category in the Silicon Valley lexicon called “zombies” — the companies that don’t quite become unicorns but aren’t failures either. They’re a dead weight on the investors’ balance sheets because, for one reason or another, nobody wants to buy them. Even if a company like that is making a profit and pleasing users, it can be... See more

Today, crypto technologies like decentralized autonomous organizations (DAOs) and non-fungible tokens (NFTs) enable a new model of character development and ownership that could not only unbundle creative media, but also lower the barrier to entry for online communities to bring new characters into the world.

Social proof in the form of company logos and/or customer stories tells similar companies and individuals that it’s a tool for them, because people like them use it already. The “cooler” the companies or people you use for product testimonials, the better. People want to feel cool and want to be affiliated with coolness.