Problem Solvers How to Tell Sexy Stories About Unsexy Brands
Oct 9, 2023
David Lee, Squarespace CCO, shares his approach for marketing unsexy brands, emphasizing the importance of owning your online space and creating innovative storytelling. He discusses the limitations of using chat GPT for creative tasks and explores the benefits of a clarifying exercise to inspire new ideas and identity exploration.
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Websites As Online Real Estate
- David Lee reframes websites as “online real estate” to make their value emotionally clear.
- Ownership of a domain creates permanence and control that social platforms cannot offer.
The John Malkovich Domain Story
- John Malkovich wanted johnmalkovich.com but another person had registered it, which inspired a campaign.
- Squarespace used that real story to create the “get your domain before it's gone” Super Bowl spot.
Borrow Fashion To Make Websites Feel Alive
- David Lee borrows conventions from fashion to make websites about first impressions and change.
- Treat websites like evolving style: launch design collections and encourage regular updates.