I've been sitting with an idea for a while.

It's that we shouldn't build "brands" or "brand identity" how we currently think of them but rather that we should build worlds or universes.

In essence, I believe that's partially why companies are investing so heavily in Web3, but before that, before Web3 is widely adopted and more developed, I think about, Disneyland, MCU, or Pixar.

We meet characters, but they are a part of a larger story, a larger, interconnected universe and we enter that space for a few hours and experience something that changes us and leaves us in awe.

And while we spend a lot of time on messaging, visual brand identity, and even products, we still miss a lot of touch points and considerations that we could mend if we started to be more imaginative--not imitating everyone else's plays--and really thought through our company as a large universe that welcomes others into it and makes the experience so memorable and idyllic that they want to engage in multiple ways time and again.

We're not there and I think the investment to build a world would be massive, and even possibly unattainable to the degree of a Disneyworld, but we could start at least by thinking through and writing out our universe as part of a strategic planning exercise, and then choosing one measurable thing to deliver through a variety of products, services, and experiential universes.

For example, in my case, I could technically take elements from my real world background of being from Southern California, where celebrity reigns supreme, and work to deliver an experience where my clients feel like they are inside of an bustling and accommodating movie set and they are the star. What experiences beyond my logo, colors, website, copy, could I build or deliver? Behind the service and how it's delivered, is there something else sensory, delightful, and an pleasant escape from the norm?

These are the kinds of things I want to build for my own business and how I think we need to truly approach this thing we call running a business.

This is experiential, and like Walt Disney, who was under-resourced and produced content first, we can start there and drive revenue to build out our universe, our world, and happily invite people into it.

P.S.S. I am a trusted advisor for Founders and CEO's of companies that have a marketing knowledge gap, can't best lead their team, and need to tighten up for a sophisticated revenue operation. Reach out here.