Brand-Based Content Creation

Shaan Puri shares a strategy for building sellable media properties by creating content under brand names instead of personal brands, using his experience with newsletters and crypto content.

Key Points:

• Brand vs Personal Strategy:

  • Personal brands grow faster initially but can't be sold
  • Brand names grow slower but become independent assets
  • Example: Creating "The Milk Road" instead of "Sean's Crypto Newsletter"

• Benefits of Brand Building:

  • Can be handed off to others
  • Can be sold as an asset
  • Not tied to individual's name and face
  • Becomes an independent business vs a job

• Strategic Trade-off:

  • Accept slower initial growth
  • Sacrifice easy early traction from personal following
  • Build long-term asset value instead of personal influence
  • Focus on creating transferable brand equity

• Implementation Example:

  • Started with personal newsletter that grew quickly
  • Intentionally branded crypto content as "The Milk Road"
  • Built independent identity separate from personal brand
  • Created potential for future sale or ownership transfer