Sol in the News
“Your brand exists in the hearts and minds of your customers , your brand is not necessarily something you create in a vacuum and put out to the world to let them accept, you actually have to include your customer in the creation of the brand because if you don’t involve them in the process, your brand is going to take on a life of its own.”
“Everyone who buys your brand has a story that they are trying to create for their lives, and if they are successful in achieving the goals that are part of that personal story, they feel confident, they feel elevated…they feel sexy!”
“It’s not enough to be different just to be different. You have to be different in a way that makes a difference in someone’s life…you have to do something that makes them fall in love with you, and makes them feel like they are irrationally loyal to your brand.”
"Learn from our analysis of winning investor pitches that have aided their founders in raising funds in amounts ranging from $250K to $100M."
"When your culture is in distress, so is your brand. It's been well acknowledged that Uber has a sick corporate culture that's persisted unchecked by leadership for many years."
"The 'killing the mom-and-pop shop' message is not only offensive, it's not really designed for either a customer or end-consumer audience. You can say that to investors; but don't ever tell a real human that you're going to kill a familiar social convention."