the case for brand 💼

The Case for Brand Substack explores strategies for building successful brands through case studies and tips. It covers various brands' approaches to positioning, community building, unique marketing tactics, and adapting to cultural trends. It emphasizes brand storytelling, authenticity, and leveraging beliefs and missions for competitive advantage.

Brand Building Strategies Marketing Tactics Community Building Brand Positioning Adapting to Cultural Trends Storytelling in Branding Authenticity in Branding Innovation in Marketing

The hottest Substack posts of the case for brand 💼

And their main takeaways

What Hotelier Ari Heckman thinks about building brand worlds IRL

137 implied HN points • 28 Feb 25
💼 Business Hospitality Branding Entrepreneurship Design Marketing
  1. Ari Heckman focuses on creating unique brand worlds for his hotel projects, blending art and commerce. This approach helps make each hotel feel special and connected to the local culture.
  2. He emphasizes the importance of being involved in both the creative and operational sides of business. Balancing creative ideas with sound business practices can lead to better results.
  3. The idea of evolving beyond just being a hotel brand is key for Ash. They want to be seen as a lifestyle brand, offering more than just lodging, like products and experiences that connect with their brand story.

☕️ How Starbucks Plans to Return to its Coffeehouse Roots with Free Coffee, a Brand-Led Strategy, and a Superbowl Adjacent campaign 📈

72 implied HN points • 09 Feb 25
💼 Business Brand Strategy Marketing Corporate culture Consumer behavior Market Trends
  1. Starbucks is focusing on its employees to create a better work environment. They are improving benefits and promoting from within to ensure happier staff.
  2. The company wants to bring back its community coffeehouse vibe. This means enhancing in-store experiences, like using ceramic mugs and offering free refills.
  3. Starbucks aims to clarify its identity and mission as a coffee brand. They are emphasizing their roots and what they stand for in their marketing and overall brand message.

How CMO Sophie Bambuck of The North Face, Nike, Converse, and Everlane Builds Brands for Everyone

145 implied HN points • 24 Jan 25
💼 Business Branding Marketing Advertising Leadership Strategy
  1. Sophie Bambuck believes in starting brand strategies by understanding your audience first. It's all about connecting with what they care about before thinking about how you'll reach them.
  2. Campaigns should have a clear goal in mind and allow for flexibility to adapt to trends or audience responses. You need both a fixed plan and room to react to what's happening in culture.
  3. A strong brand relies on consistent storytelling and values. If a brand forgets why it exists or tries to be everything to everyone, it risks losing its identity and becoming just another product.

❄️ How Deer Valley turns $329 lift tickets into a love letter to skiers and the romance of the West ⛷️

58 implied HN points • 31 Jan 25
💼 Business Marketing Branding Retail Strategy Hospitality
  1. Deer Valley Ski Resort focuses on providing a luxury experience by offering premium services and a limited number of tickets. This makes their skiing experience feel exclusive.
  2. Their marketing emphasizes storytelling and nostalgia, which helps them connect with their guests on a deeper level. They want visitors to feel like they're part of a special tradition.
  3. Deer Valley stays true to its unique identity by avoiding snowboards and promoting an image of an independent, family-owned resort, even though it's part of a larger corporation.

📈 How Tracksuit built a B2B brand valued at $142.9 million AUD to take the brand tracking world by by becoming champions of brand building with tracksuits, drinks and case studies 🧢

72 implied HN points • 17 Jan 25
💼 Business Marketing Branding B2B Growth Strategy
  1. Tracksuit is changing the B2B game by making brand tracking easier and more affordable for businesses. They offer a fun and approachable way to connect brands with their customers.
  2. Their brand strategy focuses on building a supportive community for marketers, making them feel less alone in their roles. They do this through friendly events and a casual, relatable style.
  3. Tracksuit shows that B2B marketing can be exciting! By mixing in real-life events and a more relaxed atmosphere, they make brand tracking engaging and meaningful.
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How DTC razor brand Billie built a $310M brand by showing body hair and bucking gender norms

21 implied HN points • 03 Jan 25
💼 Business Branding Marketing Consumer Goods E-commerce Entrepreneurship
  1. Billie is changing the shaving game by showing that body hair is normal and celebrating women's choices. They make it clear that shaving should be a personal choice, not something women are pressured to do.
  2. Their success comes from offering products at fair prices without the 'pink tax'. They provide quality razors that don't charge more just because they are made for women.
  3. Billie uses clever marketing that connects with women, like campaigns that challenge beauty standards. They've built a strong brand that stands out from traditional competitors.

One Year of The Case

7 implied HN points • 23 Nov 24
💼 Business Branding Marketing Strategy Entrepreneurship Communication
  1. Writing helps to clarify thoughts and ideas clearly. It's like a tool that can really improve your understanding.
  2. People are really interested in detailed stories about how brands succeed. These deep dives into brand strategies are valuable to many.
  3. The future will see continued experimentation and interesting interviews with influential figures in branding. There’s a lot of excitement around who can be featured next.

How Tracksmith Built a Cult Running Brand that's Grown 280% over 3 Years

14 implied HN points • 17 Nov 23
  1. Investing in brand from the beginning leads to compounding interest for finding and keeping customers.
  2. Build a community-driven brand by leveraging heritage, loyalty programs, and selling a lifestyle.
  3. Create demand through quality long-form storytelling and make your brand enduring by focusing on authenticity and credibility.

How Liquid Death Built a $700M Brand

14 implied HN points • 11 Nov 23
  1. Break the category rules to stand out and make an impact.
  2. Test weird ideas on the internet to gauge response and spark interest.
  3. Repetition of key messages combined with consistency can fuel long-term success in branding.

Building brands for communities

14 implied HN points • 04 Nov 23
  1. Organized communities are powerful.
  2. Shifting from control to trust and inspire leads to successful community brands.
  3. Building brands for communities requires reflecting them and creating a sense of belonging.

The Real Winners of the Super Bowl

7 implied HN points • 12 Feb 24
🎭️ Culture Sports Advertising Social media
  1. The real winners of the Super Bowl were the broadcasters, with Nickelodeon's alternative broadcast being a smart move for a wider audience.
  2. The off-field entertainment, like Art But Make it Sports meme account, provided engaging content that kept viewers entertained.
  3. CeraVe's Super Bowl campaign, starting from paparazzi shots to the ad itself, showcased the power of building anticipation and involvement for a brand.

2024 Storylines

7 implied HN points • 02 Feb 24
  1. Trends can be uncertain, focus on storylines instead
  2. Brands should align with culture and utilize storylines in their strategies
  3. Implications of AI, authenticity, and changing consumer behaviors in 2024

🌑🔥 How Dark Mofo increased tourism visitation in Tasmania by 47%

7 implied HN points • 22 Dec 23
  1. Dark Mofo increased tourism in Tasmania by 47% through unconventional branding and marketing strategies
  2. Embrace your brand's unique positioning and cater to a specific audience rather than trying to please everyone
  3. Dark Mofo's success lies in creating immersive experiences through yearly themes, pushing boundaries in programming, and engaging the community in the festival

How Fishwife hooked the stylish, sustainable tinned fish market to reel in 200% growth

7 implied HN points • 01 Dec 23
  1. Fishwife successfully reeled in 200% growth in the tinned fish market by fueling category growth and creatively engaging their audience
  2. Their success was driven by unique positioning, aligning with cultural trends, and investing in a bold brand identity through collaborations and unique marketing strategies
  3. By following Fishwife's tactics of immersing in audience culture, recycling brand love, and strategic collaborations, businesses can enhance their growth and engagement

Brand as belief system

0 implied HN points • 20 Oct 23
  1. Beliefs shape brands by guiding actions and creating stories.
  2. Strong brands have belief systems at their core, like Aesop, Patagonia, and Nike.
  3. Building a strong brand requires long-term commitment, willingness to make sacrifices, and polarizing stances.

How Airbnb used Brand to Build a $96B Company and Change the Way People Travel

0 implied HN points • 09 Feb 24
  1. Airbnb built a $96B company using brand marketing instead of performance marketing.
  2. They focused on mission alignment and leading with brand to create an emotional connection with customers.
  3. During a crisis, Airbnb steered through by acknowledging, taking responsibility, and overcorrecting.

Brand building on a budget 💸

0 implied HN points • 27 Oct 23
  1. Creativity is more important than a big budget for brand building.
  2. Real life examples show that brands can be built on a budget.
  3. Focus on solving problems, customer touchpoints, and low-cost tools for effective brand building.

How challenger brand Bobbie disrupted a $70B industry to become the fastest growing brand in the infant formula category

0 implied HN points • 02 Nov 24
💼 Business Marketing Strategy Startups Entrepreneurship E-commerce
  1. Bobbie is changing the way people think about infant formula. They focus on building trust with customers by addressing the emotional challenges that parents face when choosing formula.
  2. During a nationwide formula shortage, Bobbie prioritized existing customers over gaining new ones. This decision helped them build strong loyalty and trust with their audience.
  3. Bobbie stands out by creating meaningful content and advocating for parents, like pushing for paid parental leave. They understand their audience and take action on issues that matter to them.

🔮 January Vibe Check ✅

0 implied HN points • 03 Feb 24
  1. January 2024 started with global crises and continued uncertainty
  2. Quality issues came to light through incidents like the Alaska Airlines door plug
  3. 2024 marked the return of brand marketing with notable campaigns and legal actions

💼 How the Not-Dads behind Dad Grass Are Building a Brand Without a Brand Book

0 implied HN points • 08 Mar 24
💼 Business Brand building Entrepreneurship Customer Engagement Marketing Product Development
  1. The founders of Dad Grass built their brand without a traditional brand book, focusing on creating an experience that goes beyond typical models.
  2. Dad Grass founders highlight the importance of having fun and connecting with customers to build a successful brand.
  3. Investing heavily in branding early on is crucial for founders looking to build a strong and enduring brand.

How DTC brand JUDY made prepping cool with PR, podcasts, and joyful branding

0 implied HN points • 16 Nov 24
💼 Business Marketing Branding E-commerce Retail Consumer behavior
  1. JUDY, a go-bag brand, makes emergency planning fun and accessible. They focus on turning disaster prep into smart and positive emergency plans.
  2. The brand uses celebrity endorsements to gain popularity. Having the Kardashians support them helps JUDY stand out in the market.
  3. JUDY emphasizes the importance of community and expert partnerships. They collaborate with organizations like the Los Angeles Fire Department to build credibility and trust in their products.

[Intro] When should startups start thinking about brand? 🧠

0 implied HN points • 02 Jun 23
  1. Brand should be considered early on by startups for rapid growth.
  2. Brand can be a valuable growth accelerant for startups.
  3. Investing in authenticity and action behind your brand can create a competitive advantage.

[Tools] Build a Performance Creative Workflow with Foreplay

0 implied HN points • 17 Sep 23
  1. Performance creative is a competitive advantage in marketing
  2. Foreplay is a tool for saving and organizing social ads efficiently
  3. Features of Foreplay include a Chrome extension, moodboards, and custom tags

Coming soon

0 implied HN points • 31 May 23
  1. The post is about making a case for branding
  2. It is promoting the website thecaseforbrand.substack.com
  3. The post will be available on May 31, 2023

Origin stories for brand builders 📚

0 implied HN points • 13 Oct 23
  1. Brand origin story is a simple narrative describing how the company started.
  2. Use your origin story to make people feel something and motivate action.
  3. Identify your origin story by mining insights, getting creative, and road-testing it.

How Bandit is Building the Underground Running Brand Taking Over Road Racing Through Community, Storytelling and Event Marketing

0 implied HN points • 15 Mar 24
💼 Business Marketing Community Events Storytelling
  1. Community immersion is vital for authentic growth of brands, focusing on generating understanding rather than forcing sales.
  2. Crafting stories for superusers who deeply resonate with the brand can create a strong emotional connection with a broader audience.
  3. Using events as marketing tools to engage with the target community, set revenue goals, and drive brand loyalty.