Base

loved this
master class in
branded etymology
a concept i've coined as 

brandtymology

https://zora.co/coin/base:0x8ead0872656fb91297360e680e17c317b0304964?referrer=0x52da438ebc256c23fec296d86c0db0b249fd188d

brandtymology
is crucial to 
establishing 
authenticity 
and relatability
in this age of 
immaterial brands 
(brands with no 
tangible products 
that exist online in 
digital form) 

this video is a master class
in brandtymology 
Based = Lil B's BasedGod
(ties this concretely 
to a place and time 
Berkeley in early teens)
meets Jesse's org values: 
1. working hard
2. staying positive 
3. putting team over individual ego 
4. pushing boundaries of creativity 
5. doing the right thing  

this is conceptual branding 
at its best!  

PS it shocks me that 
i  have to re-explain 
when technical folks claim "don't think names matter"  
that all the top people 
spend tons of time thinking about 
the names for tech and concepts & uses and meanings of those names 
(e.g., Satoshi, Vitalik, Gavin Wood, Nick Szabo)