Over the last 15 years we've developed our brand into a global brand and we wanted our giving to follow suit.
Sentiment: POSITIVE
As the founder of your company, you must be in love with your brand and inspired by your brand's mission if you have any hope of getting press for your product.
There are brands out there in the world that have an incredible influence on the culture. Numerous ones are badly done.
Just build your brand from day one, man. Your brand is your name, basically. A lot of people don't know that they need to build their brand, your brand is what keeps you moving.
We created a brand for ourselves, so that now people can't get mad at what we do, because then they're just making of themselves.
Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.
If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'
Beyond brand, culture can help drive your product itself by creating the conditions for the idea generation that is and will continue to be the lifeblood of any company.
We always talk about how you have to build a brand from the inside out, not the outside in. Brands are not wrappers. Brands are based on the values of the founders, and then they spread to the people who work for the company, and then that psychological contract is spread to the customer.
Unfortunately, being a brand is really important nowadays.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.