I didn’t realize then, but I learned the most important aspects of “brand” during my first real job as an intern at Bike magazine and Surfer Publications. The mid-nineties were a magical era at Surfer, which was privately owned and lightly held. The former airplane hangar on Calle Aviador in San Juan Capistrano was alive, electric even, and the print magazine business was thriving. The company was filled with supernaturally talented writers, photographers, and athletes, all of whom were relentlessly dedicated to their craft. We were evangelists for the soulful pursuit of sport, and that creative energy and authenticity were the reasons Surfer, Snowboarder, Powder, and Bike became the leading voices of their fields.

Looking back, two principles made that place tick: knowing the audience and storytelling. To sell magazines to hardcore enthusiasts, you have to understand them deeply, speak their language, and tell stories so compelling that they’d gladly shell out $5 a month for a copy. You can’t fake that kind of connection—people can sense inauthenticity a mile away.

My time at the magazines shaped many of the views I hold today, particularly the importance of a real connection with your customers and the power of shared experiences. These beliefs are the foundation of the work we do at Frankly and the critical ingredients of future success.

-Kevin Franks