Why This Content Strategy is the Most Important Part of Building a Brand

Matt Scanlan

With a background in venture capital, Matt Scanlan co-founded Naadam with his business partner, Diederik Rijsemus, by traveling into Mongolia’s Gobi Desert and purchasing 60 tons of cashmere with $2.5M cash packed in plastic bags. They realized that by partnering directly with Mongolia’s communities, Naadam could secure the world’s finest materials at a fair price, and pass that savings to their customers, avoiding the astronomical markups that are commonplace in the cashmere industry.

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Brands are living things; they represent human value systems and should mirror human experiences. Early in the process of building my own company, I assumed that once we decided on a slogan, word mark, value system and customer profile, our brand would remain unchanged.

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