Branding is for Cows. Belonging is for People

Break free from the herd and make stuff that matters.

Branding, by definition, is about imprinting our identity onto others. Traditionally, it’s been about telling people, “if you want to fit in, first you must buy in.”

In this manifesto, CJ argues that Belonging is more powerful. When you’re in the business of helping others design their identity, you access something deeper and more permanent than their desire to just keep up, you access their desire to matter.