Great brands are built on a battle cry
Stand for something or be forgotten
I spent 3 hours shopping for a new mattress last night.
You know what's crazy? Out of the 50+ mattress brands I scrolled past, I remember mayyybe TWO.
Every other brand? Unremarkable.
Their battle cry? Things like "PREMIUM comfort" and "BETTER sleep".
Yawn. Next.
Brands without a point of view are like extras in a movie scene–forgettable.
Great brands stand for something.
is a perfect example of this. Led by , Sublime’s battle cry is clear and compelling. Some might say it even ruffles a few feathers. Here’s a little something from their website:For a moment, the Internet was beautiful. A portal to humanity's collective knowledge where curiosity determined what you could learn. But the dream of infinite knowledge became the reality of infinite scrolling. We built digital casinos, turned attention into currency, distraction into profit. We built algorithms for engagement, stages for performance, markets for likes. We lost space for reflection, room for wonder, time for thought.
Another world is possible.
With Sublime, we're creating a new way to be on the Internet. A place that will deepen your intention instead of hijack your attention. A place where you can collect and connect ideas in the gentle presence of others. Where valuable ideas don't vanish in endless feeds, but connect and multiply.”
Wanna know why this works?
Because Sublime is standing for something.
They’re essentially saying: "Here's what sucks about the internet. Here’s what it could be. And here’s what we’re doing about it."
By doing this they’re being clear about what they’re for and for whom.
When most marketers talk about "brand," they obsess over logos, colors, and fancy mission statements nobody reads.
But your brand point of view is the ONLY thing that matters.
Why?
Because…
• It's your instant recognition card ("That's the company that believes...")
• It magnetizes your true believers (the 10% who will actually pay you)
• It repels nightmare customers (massive time saver)
Most companies are terrified of alienating anyone. So they try to appeal to everyone. And in the process end up appealing to no one.
Great companies have guts. They’re willing to put their foot down for something.
Look at Patagonia. They literally tell people "Don't buy this jacket."
Their whole brand screams "Fast fashion is killing the planet."
Is that for everyone? Hell no.
But their true fans will pay $300 for a fleece and wear it like a badge of honor.
Playing it safe is a great way to be forgotten.
The alternative is to have point of view.