Brands can come in two forms: with or without a face. A face brand has a human being spearhead the charisma of the organization or group. Think Elon at Tesla and SpaceX, Richard Branson at the Virgin Group, or Do Kwon at Terra. A faceless brand intentionally chooses not to…
Have you ever thought about the etymology of the word "brand"? The term hails from the world of farming. In the olden days, farmers would burn a mark on their cattle to distinguish them apart. The word used for that process was dubbed "branding" livestock. The word "brand" now has…
There's a phrase I constantly repeat: position or be positioned. In other words, the act of positioning happens whether we like it or not. Competitors slander us. Partners invent our script. Even customers (or devs if you're in Web3) have the potential of spreading narratives that are disadvantageous to us.…
In Web2, the biggest technology organizations mostly began deceptively small. * Facebook: social network at Harvard * Netflix: DVD by mail * Amazon: leading online retailer for books Facebook grew into becoming the world's largest social network. Netflix became internet streaming. And Amazon made its way to becoming the everything store. A strong…
Many want to build a brand. Few know the real path to get there. True, charismatic brands all have one common theme: they start with positioning, not branding. But what exactly is positioning? Positioning is your differentiated role and relevance to your target audience. In other words, it's a rational…