What is a brand?
Your Truth.
What you stand for.
"Apple, its core value, is that we believe people with passion can change the world for the better..."
Your Truth.
What you stand for.
"Apple, its core value, is that we believe people with passion can change the world for the better..."
"...And the people crazy enough to think they can change the world are the ones that actually do."
It led to one of the best advertising campaigns in history: Think Different
It led to one of the best advertising campaigns in history: Think Different
@elonmusk is an engineer, yet creates amazing brands because his companies have a Truth. They stand for something huge.
What does Tesla stand for?
What does Tesla stand for?
The end of CO2 emissions.
So of course they won't patent their tech. It would slow that vision down. And of course they expand to solar panels and batteries. You need it for the vision.
And people want to be part of that.
When your Truth is clear, everything follows.
So of course they won't patent their tech. It would slow that vision down. And of course they expand to solar panels and batteries. You need it for the vision.
And people want to be part of that.
When your Truth is clear, everything follows.
What does SpaceX stand for?
Preserve mankind through a colony on Mars.
So of course you need cheap rockets.
That means reusing them.
And of course, you need a ton of cash. How can you use your assets to raise a ton? Starlink. So of course you do it.
Preserve mankind through a colony on Mars.
So of course you need cheap rockets.
That means reusing them.
And of course, you need a ton of cash. How can you use your assets to raise a ton? Starlink. So of course you do it.
Amazon's Truth is that customers always want something better.
So of course they weren't going to stop at books. Or magazines. Of course they will convert cost centers into profit centers, like AWS: Otherwise, how are cost centers treating the rest of the org as their customers?
So of course they weren't going to stop at books. Or magazines. Of course they will convert cost centers into profit centers, like AWS: Otherwise, how are cost centers treating the rest of the org as their customers?
Steve Jobs also mentions Nike, a maker of shoes, a commodity. But you don't think of Nike as just a shoe company. Because making shoes is not what they stand for.
They stand for pushing to be a better self through sports.
They stand for pushing to be a better self through sports.
When your Truth is clear, everything follows.
What other companies, organizations or people have amazing Truths?
What other companies, organizations or people have amazing Truths?
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