, 8 tweets, 2 min read Read on Twitter
1/ For top CPG categories

1923-1983: 20/25 brands held #1 position in their category the *entire* time

1983-Present: Only 4/25 kept the #1 position

Implication?

Brand has never been more valuable for upstarts. Never been less valuable for incumbents.

Thread 👇
2/ Contrary to popular opinion, I think focusing on brand early in the life of your company is valuable.

Defining what your brand stands for and, these days, *who it stands with* is an easy way to cut through the noise and attract users who will spread the word.
3/ It's a critical part of a product launch.

When people find a young brand they identify with, they shout it from the rooftops. Think of everything from SoulCycle to Bitcoin. Their champions are relentless.

fwiw, this also helps a lot with recruiting.
4/ Talked about this trend before as t-shirt theory

5/ (Sidebar: This isn't about superficial marketing campaigns. If your product, people and values don't reflect your brand, then you're brand isn't what you think it is.

Now back to the thread.)
6/ On flip side, big companies using brand as a long-term differentiator feels less valuable than ever.

Brand turnover keeps accelerating. It's easier for upstarts to poach niches in a market. Cool fades faster. Culture moves quicker. Easy to find yourself out of position.
7/ From ketchup to razors to underwear, the big "enduring" brands seem to be able to rely less and less on their brand equity.
8/ So what does increasing velocity of brands mean for founders?

Unique branding is great for pushing your way into a market, but it's a short term tactic not a long-term strategy.

You need something else - network effects, scale, better distribution - to win the marathon.
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