scott fogel

strategy at @jkrglobal. previously @hugeinc @whatifglobal @wearecollins

[scott fogel @scottf_]

Strategy lesson from Nintendo: don't aim for better. Instead, aim to shock people (in a good way).

[scott fogel @scottf_]

@michaelmiraflor Feels like they just took the tagline and made it literal. A bit of a wasted opportunity to not lean into what makes them distinct—the chunky, free-flowing design that, because it supports you in new ways, enables new possibilities.

[scott fogel @scottf_]

Brands that use an exclusivity strategy are often thought of as playing into artificial scarcity or elitism. But it doesn't have to be that way. Rather, exclusivity can represent something else: being uniquely capable of doing something valuable.

[scott fogel @scottf_]

@Anchorr @NBA2K Bro

[scott fogel @scottf_]

The original positioning and one-page summary for Disneyland, written by Walt in 1953 to sell his vision to investors.

[scott fogel @scottf_]

@michaelmiraflor Not a fan. I get that they’re trying to modernize, but that doesn’t mean discarding the codes of the brand. A brand’s greatest strength is its heritage and assets—unless those assets become toxic (like Abercrombie), you update them, not replace them.

[scott fogel @scottf_]

Joe Krauss on building a team, 2012.

[scott fogel @scottf_]

Warren Buffet on his 1966 investment in Disney: “they ignored it because it was so familiar.”

[scott fogel @scottf_]

@NPDMattPowell For sure—I think similar to Salomon, they didn’t try to make a trend happen so much as they found themselves in the right place and time for where sneaker aesthetics were headed.

[scott fogel @scottf_]

It’s easy to forget now that chunky shoes are trendy, but when Hoka was founded in 2009, it was extremely contrarian and off-putting. The rage at that time was for barefoot, minimalist runners. Said the founder: “People thought they looked like clown shoes, but I didn't care.”

[scott fogel @scottf_]

The importance of narrowing focus, by Snowflake CEO Frank Slootman

[scott fogel @scottf_]

@rachelmercer Congrats Rachel! Excited to see what you build :)

[scott fogel @scottf_]

@KimBhasin So many brands struggle with the idea of what “community” means for their story, identity, and products. Noah is a good example of how to integrate community into all of these things in a way that doesn’t feel tacked on or corny. Nice work.

[scott fogel @scottf_]

@iiiitsandrea @NickCho If the answer is “not a lot,” then the task becomes: how many of those dtc customers can you convince to make a behavioral shift (in this case, buying ramen and/or eating noodles for breakfast)?

[scott fogel @scottf_]

@iiiitsandrea Echoing what @NickCho said, this is essentially a bet on whether or not there is a Venn diagram intersection between “people who eat instant ramen” and “people who buy dtc, premium priced, better-for-you products.” How many check both boxes?

[scott fogel @scottf_]

How to write a brand manifesto, from Hiut denim:

[scott fogel @scottf_]

@chriscantino If you think about the internet as something that creates curiosity and interest around topics people would have never otherwise thought about, there’s a good argument for something to exist that makes this curiosity actionable and personalized.

[scott fogel @scottf_]

There's always a market to take something everyone loves and make it more premium. https://t.co/2j4t6beDoA

[scott fogel @scottf_]

The strategy behind novelty Oreo flavors is not to sell novelty Oreo flavors. Rather, it works to drive attention and demand back to the original flavored Oreos. (This is also the same strategy deployed by fashion houses like Balenciaga).

[scott fogel @scottf_]

@Griffin_Funk Online ceramics could never