"The most valuable brands are distinct. They are different, not better. Brands are a shorthand for what you stand for. They are often a mirror to how consumers express themselves."
"Marketing is when Patagonia sends you an email or a catalog in the mail about their new jacket. Branding is when you see someone wearing Patagonia and you assume they drive a Subaru."
"Brands can be a medium to communicate status and values. Are you someone who doesn't like logos? Shop at Aldi, not Erehwon? You might be communicating a message of conspicuous anti-consumption."
Todd Meleney founded While on Earth, a performance wellness footwear and apparel brand, after successfully growing Nobull. Launched in fall 2024, the brand is experiencing rapid growth, primarily through direct-to-consumer sales. Meleney's approach includes collaboration with notable pro athletes to enhance brand legitimacy. The article emphasizes the importance of branding over marketing, highlighting that successful brands are distinct and reflect consumer values and identities. Brands serve as a medium for communication about status and personal expression, rather than just a means of awareness.
Read at Inc
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