direct-to-fan models.
the four-move framework.
get something to say · find a format · ship at cadence · earn the room. the long version of how we run brand work, with the worksheet we use in the lock-in.
Read the full thing →your brand is not your logo.
the cheapest way to test what your brand actually is: ask a customer to describe you, then compare it to your homepage.
Brand buildingcadence beats quality.
nine times out of ten the brand that ships every week wins, even if the quality is a 7. the gap closes by month four.
Case filehow spark nz built tough yarns.
the long version of how a corporate telco shipped a building-site show that earned 14M views without ad spend.
most read in this topic.
your brand is not your logo.
the cheapest way to test what your brand actually is: ask a customer to describe you, then compare it to your homepage.
the four-move framework.
get something to say · find a format · ship at cadence · earn the room. with the worksheet we use in the lock-in.
cadence beats quality.
nine times out of ten the brand that ships every week wins, even if the quality is a 7. the gap closes by month four.
the founder voice trap.
when your founder is the brand, what happens when the founder leaves? we worked with three brands where this got expensive.
positioning is not a tagline.
positioning is the bet you'd ship a tv ad on. tagline is just the line. most brands write the line first, then back into the bet.
brand books are dead. long live the brand wiki.
nobody reads a 96-page pdf. everybody reads a notion page. how to build the wiki version of your brand book.
case file · how spark nz built tough yarns.
the long version of how a corporate telco shipped a building-site show that earned 14M views without an ad spend.
the room test.
if you walked into a room of strangers and said your brand name, would they say something back? if not, you don't have one yet.
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