a great brand is one who knows who they are and what they stand for and expresses that outward.
the best brands throughout history, the ones we care about, all have one thing in common.
conviction.
they tell people what they believe and their point of view.
they have something to say and they say it everywhere.
great brands don’t make up things people want to hear.
sure, some do. and some succeed.
but who cares about them?
a great brand isn’t something you manufacture.
it’s something you discover.
it comes from understanding your true self.
you must understand what you truly believe.
what’s something that you wish to see different about the world?
all great acts of creation start with a point of view.
products, music, film, etc.
a brand is no different.
a brand is simply an abstraction of who we are, deep down.
there’s no such thing as “brand building”.
this is a manufactured way of looking at the world.
to be free from performance, one must communicate their true inner self, outward.
brands are no different.
think of a brand as a way of communicating.
communicate your core beliefs and points of view. consistently. forever. and the rest will follow.