[joshuarubin]

> why make something boring when you can make it fun?

I think all your points are completely, well, on... point. However, the last 2 are really the meat of what I think others can learn from when trying to replicate the success this has seen. They are also, imo, the hardest. Branding takes time, effort and skill which not everyone has. You can recruit help for this, but that requires buy in. Making it personal can achieve this, but as you said, it can necessitate vulnerability which is a bridge most of us just can't quite bring ourselves to cross.

Thank you for your efforts and for adding to the discussion here. I for one really appreciate it.