He really is a great marketer and maybe the worlds best brand manager!
This seems like a good starting point to share in a few thoughts about an I3 / bitshares (see https://bitsharestalk.org/index.php?topic=2166.15
) marketing strategy (contrasting the OP video).
We have to keep in mind what is different with apple/nike (the brands he refers to) and I3. Nike sells shoes, a product people are used to for ages. Apple sells tools for (mobile) Internet access, musik player etc. which their target group uses with a fair level of comfort for years. With invictus i think it is the other way around: If we manage to tell them as straight as possible what the product is capable doing it will blow them away far enough. There is no need to focus on the lifestyle associated with the product primarily. Although conveying more than the technology is essential with a branding strategy but it should never compromise the goal of making people understand what the products are about. That could come across easily as cheap and as a scam. The functions / customer output of shoes, cell phones and MP3 Players are easily understood so there is no point explaining what you can do with it at least not at a basic level. Here is makes sense to start right away with associating a lifestyle with the product. With I3 that basis of what the outcome / function of I3, PTS, bitshares, a DAC is has to be laid first and then you can build on this... Also people anyway have enough shoes, possibilities to make phones calls and access the Internet (little different for the iphone tbh but you get the point) so the major reason to buy more/new ones is livestyle. This all is different with I3 prodcuts. By the term "livestyle" I mean blabla bullshiting like "our core value at apple is that people with passion can change the world for better" and other things you can build an ego on...
Where he is really really right is that "the world is a noisy place and you can't expect the world to remember much of your company/product" so my conclusion is to prioritize the little words you have to conceive a core message. My priorities would go as follows:
1. A phrase that brands the product (e.g. Invictus Innovations - the decentralized innovations company; or whatever),
2. Then a definition by a few sentences that leave no space for interpretation what the output/function of Invictus Innovations is.
3. And then room for bullshitting, philosophizing, abstracting and dreaming
You can apply this to every product I3 has...