09/05/2025
🧠 “The story is just the stuff that happens.
The narrative is once upon a time—and how you tell it.
The brand is the swag.”
In this clip, Joshua Altman breaks down the 3-tier scale most people skip when building a brand.
And spoiler: most jump straight to the logo.
This one’s for the founders, designers, and marketers rushing to rebrand—before they’ve defined the story they’re telling.
🎧 Full episode now streaming on IconiQ Entrepreneurs Podcast. Link in the comments!