Successful modern brands operate like cinematic universes—interconnected worlds with characters, backstory, and mythology. “Lore is backstory. Lore is myth. Lore is everything.”
1. The “Barstoolification of Business”
Successful companies create “cinematic universes” with:
- A main character (founder/personality)
- Supporting cast members
- Recurring subplots and storylines
- Consistent visual identity and “set”
Examples: Dave Portnoy at Barstool, Alex Lieberman at Morning Brew, Mike Solana at Pirate Wires.
2. Seven Strategies
- Share your lore — document failures, pivotal moments, and transformation stories
- Create subplots — develop interesting storylines beyond core business operations
- Build community characters — establish a recognizable ensemble (the “Memelord Mafia”)
- Design merchandise — create physical markers of membership and identity
- Show behind-the-scenes content — reveal the workspace and team dynamics
- Maintain recurring cast — feature the same collaborators repeatedly
- Establish visual consistency — develop a distinctive aesthetic across all platforms
3. Key Takeaway
Think of your brand as a reality TV show with yourself as the protagonist. The strategy involves documenting genuine experiences while maintaining narrative consistency through design, partnerships, and storytelling.