Chapter 4

Does a brand belong to the company or its followers?

Thương hiệu là của công ty, hay của những người đi theo?

The chapter's question

How does a brand transcend selling products and become a movement?

Big idea

The ultimate brand is not a company, it's a movement that people join, spread, and defend.

In this chapter

  1. Part 4.1

    Building a Tribe

    Which 3 activities can your members do together without the brand standing in the middle?

  2. Part 4.2

    Brand Story That Spreads

    One hour after reading your 6-sentence brand story, what percentage of it can 3 readers retell?

  3. Part 4.3

    Content as Brand Infrastructure

    Of your 10 most recent pieces of content, how many spread no belief, narrative or identity at all?

  4. Part 4.4

    Designing the Brand Platform

    When you fill in the 9-box Brand Platform Canvas, which box is weakest and which two boxes contradict each other?

  5. Part 4.5

    The Future of Branding

    If you were absent from tomorrow, which activities would your community still run on its own?

The reading for this chapter is inside Conan School

This chapter has 5 readings, with case stories and exercises. Chapter 1 of Modern Brand Platform - How Startups Build Brands That Create Movements is free to read right here.

Read in Conan School

Chapters of Modern Brand Platform - How Startups Build Brands That Create Movements

  1. 1.Does a brand start with a logo or a belief?
  2. 2.Does a brand need an enemy?
  3. 3.Do people follow a brand for products, or transformation?
  4. 4.Does a brand belong to the company or its followers?