> It's a great idea, but it needs to stay laser-focused on the Internet freedom issues that created it, and nothing else. No matter how tempting. You can not take the resulting group and use it like a handle to move people's opinions around in any direction.
Well said. This is not so much different from targeting a product brand - first you need to deliver on something that your audience wants. Then you might expand... cautiously.
Delivery is key. If you don't deliver something useful in a meaningful time period - throw the brand away - it's already useless. Pivots are more successful if you already have some traction.
If you do get lucky and delivery something useful within a meaningful time period, then you must keep delivering. You can expand scope, but never waver on the original promise (or an underlying principle on which the promise is based). Dilution is a big risk here.
More successful is to create separate brands and weave them together. This takes great skill, but forges an even stronger presence.
Well said. This is not so much different from targeting a product brand - first you need to deliver on something that your audience wants. Then you might expand... cautiously.
Delivery is key. If you don't deliver something useful in a meaningful time period - throw the brand away - it's already useless. Pivots are more successful if you already have some traction.
If you do get lucky and delivery something useful within a meaningful time period, then you must keep delivering. You can expand scope, but never waver on the original promise (or an underlying principle on which the promise is based). Dilution is a big risk here.
More successful is to create separate brands and weave them together. This takes great skill, but forges an even stronger presence.