Some brand names tell a pretty complete brand story (for example, Coppertone, Jiffy Lube, U-Haul). Other brand names benefit from some quick explanation, which is where taglines come to the rescue. Plus, even seemingly self-sufficient brand names gain dimension through their slogans.How to Create a Tagline for Your Brand
While Twilio is the focus of this essay, this essay is not just about Twilio. It could be about about ANY potentially disruptive company with brilliant founders, venture-scale ambitions, great products, a top-notch team, and traction to die for. It could be about you.Twilio's $53.5 Billion Opportunity And Why It's At Risk
First, we learned that we didn’t want to compete with a market leader, which was the mistake we’d made with the first business. Second, we learned not to educate: if we needed to explain to our customer why our service was valuable, it was going to take a very long time and a tremendous amount of money to make them see our point of view. Third, we learned to keep it simple, and that if we kept it simple it would be more likely that the customer would develop an emotional connection to the business itself. An interview with Ben Uretsky and Julia Austin, CEO and CTO of DigitalOcean
Your positioning statement should remain internal, but it’s critical to everything that follows: Aligning teams, hiring the right people, developing the best product, communicating the value of your work — the list goes on. It all starts with positioning.Positioning Your Startup is Vital — Here’s How to Nail It
