Writing — Whitney Lamphere

Writing

Notes on brand strategy, positioning, and the discipline of building something distinctive.

For a founder-led company, the founder is not separate from the brand. They are the most important part of it.

Real estate is sold on location, price, and timing. Brand rarely makes the list. That is a mistake with a cost.

A brand is not a logo or a palette. It is the thing that tells you what to do when no one is in the room to ask.

A name is the first strategic decision a company makes in public. Most are chosen as if they were the last.

Safe design is not actually safe. In a crowded category, looking like everyone else is the riskiest choice a brand can make.