Brand Strategy, Process, & Framework Explained by a Brand Strategist (Branding) | My First Million

TL;DR

Most companies are started by business people who think rationally about product features, but the most successful brands come from applying a "cool" factor to stale categories. Using creative people at the very beginning of the process—to define the name, product, and cultural appeal—can transform boring categories (e.g.

Key insights

• Virgin’s strategy was to find stale categories and make the one cool brand within them, forcing the rest of the category to adapt (e.g., airlines with neon lighting and seat TVs).
• Business people (MBAs, nuts-and-bolts operators) focus on listing rational reasons to buy, while creative people have a better sense of culture, what’s cool, and what people will care about.
• Many brands become "logistical Swiss Army knives" that get acquired but could be worth billions if they had great creative from the start.