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Create grownup phone

this video was sponsored by curiositystream in partnership with my streaming service nebula carpe has now built not one not two but three phone brands yes i count nord as its own phone brand and i'll explain in a little bit why but these three launches have shown us a pattern a repeatable and repeated strategy that he uses to build brands out of nothing in this video we will explore how his strategy works and why it is so controversial but still so successful [Music] if you are a phone nerd and old enough you will have vivid memories of carl launching his first ever smartphone brand in 2013 oneplus we're also in the middle of his new brand nothing launching their first ever smartphone now and i would argue that the oneplus nord was originally launched as a kind of independent brand with carl's signature brand building strategy as well now after carl left oneplus the nord brand got de-prioritized and was rolled into the now very busy portfolio of oneplus that i think even their own product managers can probably not keep apart anymore but when it launched in 2020 it was clearly positioned as a fresh new start with its own brand identity its own brand colors separate social media pages and a separate website etc so we'll include that launch in here as well so in my books car has actually executed the strategy that i'll be breaking down now three times already and here's how it works step one announce not a phone but first a supposed problem with the industry when the oneplus one launched their early campaigns were all about how all the other android filmmakers sucked and how none of them made any good phones like at all and to really drive this idea home they even made people smash their existing phones for a chance to get whatever oneplus would launch instead when the nord launched they specifically called out themselves basically saying that they gave up on making affordable flagship killers and made whole documentaries showing that this was a struggle and with nothing carl held a whole 20 minute plus launch event in air quotes just going on about how innovation is dead and how none of the filmmakers ever do anything interesting anymore consumer tech how do we let it get so boring we're here to change this but today all that excitement and all that possibility around tech it's gone and what have we got instead skepticism apathy tech companies aren't on the consumer side anymore and no one's innovating in fact this sentiment is still kind of in carl's twitter bio let's make tech fun again because currently it isn't and all three of these campaigns ran for multiple months before the companies gave any details of their own products so that these messages of discontent had time to sink in on their own and to engrave themselves into our brains now notice that these...