Marketing strategist. Writing to better understand intersection of brand, experience, and business. I'm new here 👋
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Joined January 2021
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Is brand a moat?
Its a contentious debate among biz nerds ("biznerati"??)
But this question draws our attention to the wrong place.
The more actionable question is not whether or not brand is a moat, but *how* it might help build a moat, and when to start investing in it. 🧵
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Could see an argument where the value of brand incubators isn't to make breakout brands per se, but to increase the operational surface area for greater likelihood of discovering more lucrative "earned secrets" in the space.
ex: Chord
HT @fromedome
newconsumer.com/2021/05/bill…
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Hadn't fully appreciated about D2C: Direct customer relationships make it possible to A/B test not just messaging, but the product itself — even a physical one.
Awesome insight about Native with @moizali and @ShaanVP.
open.spotify.com/episode/02n…
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Will the same be said for what crypto enables through, eg, DAOs?
When some study eCommerce, they view it as an industry. Rather, it should be viewed as infrastructure.
1921: what happens when roads and new forms of transport meet my industry?
2021: what happens when eCommerce and new forms of digital-first behaviors meet my industry?
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What happens to "brand" when the power to control a narrative is decentralized?
In other words, what is the role of "brand" in a crypto world?
Amazing piece by @tobyshorin @hxrts @lottiland and @bryanlehrer
Anyone know of anyone else working here?
otherinter.net/web3/headless…
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Meta paradigm shift:
"Brands have changed from being created in the boardroom to being defined by their community."
My conversation with Avenir Growth founder Andrew Sugrue.
If you love company exploration, you have to listen to this.
We explore @rihanna’s company Savage x Fenty in detail—fascinating.
Andrew is such an impressive business thinker.
Enjoy!
joincolossus.com/episodes/11…
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Despite @pinterestbiz trends report being an amazing resource, this made me worry about our future.
I would love to know who wrote this: "streaming services can curate cozy music and podcast mixes so that Pinners can cocoon themselves in comfort"
business.pinterest.com/conte…
Is "Sapiens" original?
A good ex. of 2 classic ways to innovate:
(A) Build something new that people value
(B) Find new audiences and position something in a way that makes them value it
Harari did the second with his storytelling
ht: @david_perell
youtu.be/oxkzEIegjm0
Two ways to innovate:
The product: Build something new that people value.
The market: Find new audiences and position something in a way that makes them value it.
How many things feel like a "craft" but are really capable of being systematized and scaled?
Have wondered if this is the case with much of brand strategy.
Requires lots of human interaction & insight, but the work is based on fairly repeatable processes at the end of the day.
It seems the barriers to making and distributing things are dropping quickly.
If that's the case, value shifts (at the margin) to knowing *what to make*
How best to take advantage of that observation?
This tweet has haunted me for the past ~3 weeks. Can't unsee.
A close runner-up: How seemingly every strategy deck has a slide with "But now [your brand] is at an inflection point."
You can come at this from numerous political philosophies and still reach a similar conclusion:
Our holdup with India is a massive mistake in terms of the human toll.
But also a significant strategic error for the US more broadly.
It stings that India contributed HCQ to the US in 2020 but is being reportedly blocked from accessing vaccine raw materials in 2021.
It’s not the only factor of course, but it’s a tangible test of loyalty in time of crisis. Will lead to greater Indian self-sufficiency over time.
This seems like one of those obvious secrets hiding in plain sight. Why *wouldn't* he use his brand to create a curation like this?
Every role (at least in marketing/growth) looks super high quality.
Congrats @lennysan
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The real insight here is: How do you get a small team to own this whole process?
As headcount grows, each steps gets split under a new function, then you get turf wars and politicking
Marketing 101:
- Find people with a problem (Market)
- Understand the problem (Market research)
- Find or create a solution (Service/product)
- Find a way to put the solution in front of your market (traffic)
- Sell the benefits, not the solution ($)
Stop overcomplicating it.
Re: the story itself, Crichton's ability to take a super complex, opaque topic and make it entertaining and broadly accessible was absolute magic.
Same thing with Michael Lewis.
Begs the question: Who is the Michael Crichton/Michael Lewis of crypto? (...Beeple)
Rewatched Jurassic Park for the first time in a few decades and a few things stood out.
— It was great for Jeep / Ford
— The CGI holds up
— Laura Dern’s jeans are back
— DNA was new to pop culture
— Archaeologists are underrated
— Crichton was a true Polymath
And in turn, reminds me of advice from @csallen —
(paraphrasing) Rather than trying to create your own demand:
1. go find a marketplace thriving with activity
2. identify the problems ppl have & hacks to get around them
3. make products/services to address those hacks
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