I Dream of a better world where chickens can cross the road without having their motives questioned
Nike and Shinola are brand-led companies that can release distinct new product categories and occupy different price levels. The brand vision, not mass consumer pressures, dictate growth.
Brand-led companies, in contrast, play the long game and require more investment. The identity of the brand supersedes the product and allows a company to resist certain market forces.
Branded companies have an identity, but consumers truly identify them by their products. When a product supersedes the brand, a company is always at the mercy of the consumer and their needs.