Maximilian Appelt

Brand archaeologist. 20+ yrs in the trenches.
Building @BrandKernel_io — brand as code, for the AI era.
Vibe coder. Former: designer, consultant, strategist

[Maximilian Appelt @Max_brandkernel]

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BrandKernel® Manifesto
V1.0
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Our declaration for the undeniable.

[Maximilian Appelt @Max_brandkernel]

@romanbuildsaas GOJI

[Maximilian Appelt @Max_brandkernel]

@floriandarroman Which Models do you use?

[Maximilian Appelt @Max_brandkernel]

@aridutilh @julianweisser Building what I call my life‘s work. Spent 20+ years in branding and design.

[Maximilian Appelt @Max_brandkernel]

@julianweisser Would apply immediately if SF wasn’t that far away. Leaving my little one would break my heart.

[Maximilian Appelt @Max_brandkernel]

@LoganTGott Playbook

[Maximilian Appelt @Max_brandkernel]

@romanbuildsaas Credit

[Maximilian Appelt @Max_brandkernel]

@floriandarroman https://t.co/g41Vx1dVQt

[Maximilian Appelt @Max_brandkernel]

@borjafat Skill

[Maximilian Appelt @Max_brandkernel]

Before any of that:

Know who you are. Why you’re here. What you stand for.

Build on that and the hard part you’re describing gets easier.

Skip it and everything you build sits on sand.

[Garry Tan @garrytan]

Knowing what to build, for who, and how to get them to use it is actually harder

[Maximilian Appelt @Max_brandkernel]

@jordan_ross_8F Hermes

[Maximilian Appelt @Max_brandkernel]

@kalashvasaniya https://t.co/g41Vx1dVQt

[Maximilian Appelt @Max_brandkernel]

@floriandarroman Backlink

[Maximilian Appelt @Max_brandkernel]

@TTrimoreau Purpose

[Maximilian Appelt @Max_brandkernel]

@richardzphotoz Right. The bottleneck shifts.

Not skill. Perspective.

The only thing AI can’t generate is a point of view that comes from lived experience.

It’ll expose who never had one.

[Maximilian Appelt @Max_brandkernel]

@shdw_nxs @claudeai 😂

[Maximilian Appelt @Max_brandkernel]

@picoito The struggle is real.

[Maximilian Appelt @Max_brandkernel]

@LouiseDSadeleer @garrytan AI Psychologist? I'm building an AI Brand Expert you can talk to. We should connect. 😊 @LouiseDSadeleer

[Maximilian Appelt @Max_brandkernel]

Nobody signs up for waitlists anymore.

For good reason.

A waitlist is a promise without commitment.
From both sides.

[Maximilian Appelt @Max_brandkernel]

Wanna learn how I design those strategies?
Join Cohort 1 starting in a few weeks.

https://t.co/QvV8OcTtry

[Maximilian Appelt @Max_brandkernel]

Nobody signs up for waitlists anymore.

For good reason.

A waitlist is a promise without commitment.

From both sides.

[Maximilian Appelt @Max_brandkernel]

A cohort has a date.

That date forces me to ship.
It forces real commitment from both sides.
And it tells me immediately who actually wants this,
versus who was just browsing.

Clarity beats every funnel.