“IGNORE THE HYPE – THE BEST BRANDS DO”

Summary from the TLDR Design newsletter

Hype-driven marketing shapes modern branding but often needs more longevity. Tenzing's success contrasts this by prioritizing quality, authenticity, and purpose and avoiding flashy tactics. Founder Huib van Bockel emphasizes meaningful relationships and timeless design over-engineered virality. As hype fades, sustainable growth favors brands rooted in trust, values, and a commitment to meaningful connections with their audience.