Brand Building

Brand building is the work of becoming known, and trusted, for something specific. In the saved material it is usually treated as a by-product of how an organization behaves, with paid marketing playing a smaller role.

• A venture fund’s brand. One thread argues Tiger Global Management built one of the most successful brands in venture by being plainly what it says: it promises founders none of its time after the wire, high valuations and a fast term sheet, and delivers all three. Other VCs then became its “most efficient ambassadors” by talking about it, so that “what started as an investment thesis became a fantastic marketing flywheel” with no marketing spend.
• A brand as media. On The New Rules of YouTube (2027), Paddy Galloway values comments that say only Red Bull could do this above view counts; Red Bull is the example of a brand that wins by reliably producing spectacle.
• Stunts. A thread on Marc Benioff lists the marketing stunts behind Salesforce, starting with hired fake protesters at a rival’s conference (see also Guerrilla Marketing).
• Identity and fandom. A thread on fandom ties loyalty to identity and to a community that loves what you love, the same mechanism behind Building a Following.

Where this appears

Tweets

• Some Say Founders Pick @TigerGlobalFund… (tweet)
• A 34-year-old Former Oracle Employee… (tweet)
• 1 A thread on fandom… (tweet)

Long reads

• The New Rules of YouTube (2027)

Related pages

• Red Bull
• Building a Following