What is up everyone, this is Alex Lieberman, co-founder and CEO of Morning Brew.

Welcome back to Founders Journal, my personal audio diary, where I give you the business builder,

the tools you need to think better in order to build better, whether that's building a business,

building a team, or building a new product. Today, I'm going to talk about what it takes to make a brand

come to life from the very beginning of your business. Specifically, I'm going to talk about

naming the company, landing on the Bruce Logo, which, for those of you who may not know it or remember

it, is a blue mug with a zigzagging white arrow going from bottom left to top right. And I want to

just share with you our branding journey. It wasn't easy. In fact, we made major mistakes in the

process that led us to redesign our logo and rename our company a few times. But in the end,

the lessons we learned were crucial and set us up for long term success as a business.

Let's get into it. For starters, Morning Brew wasn't always called Morning Brew. It started

as Market Corner. I literally came up with the name Market Corner by looking up business

sangs on Investopedia. I literally went to Google. I looked up business, you know, popular business

sangs or popular stock market sangs. And the first link because Investopedia's really good at SEO

was an Investopedia article with their sangs. And I was scrolling through and came across the

saying corner the market. Cornering the market in business refers to a strategy where an investor

wants to buy up enough supply of an asset. Like, you know, for example, people have cornered the

copper market before. And the goal is to manipulate the price where you have all the supply. So the price

goes up a lot and you make money from it. I thought just generally was an interesting investing

concept. And I played around with the words corner the market until something's stuck. That's

something was Market Corner. That was the OG Morning Brew. That was the name of my newsletter.

When I started it in December of 2014 while I was in college, it was in some ways similar to what

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