Jay Acunzo's framework helped shape Sweetfish's brand story by prioritizing affinity over awareness. The approach borrowed language and concepts from Jay and Simon Sinek to build deeper connections with the right audience instead of chasing broad reach.
My friend Jay Acunzo. He helped us really define the brand story for Sweetfish. His thinking got us really close to where we were. I don't know that he came up with I forget if it was Dan or me that came up with the specific phrase of commodity content but the language that we've started adopting from Jay is affinity over awareness. This use of the word affinity and wisty has been talking about affinity for a while but when I was asking Jay because a lot of his language, like he talks about being someone's favorite a lot and we've adopted a lot of that language and so as I've talked to him about it I'm like hey man, I don't want to feel like I'm stealing your idea. And he said he heard something from Simon Sinek a while back that was like it's a good thing when people are using your language and they don't even know it is from you. It means the idea resonated so deeply that it just intuitively made sense to them to use.
