Lately, my mind has been on this idea that the brand should have a story that can be summed up in a short phrase. Here are a few examples:
- Bon Iver – dudes isolates himself to a cabin to write breakup songs.
- Airborne – Invented by a School Teacher
- Postal Service: two guys exchanged recordings over mail (hence the name).
- Oyster: Netflix for Books
- Countless companies “started in a garage.”