I could spend a lot of time writing a long diatribe about what it means to create a brand, or I could just show you three videos that Tinybop, a company I seeded in 2012, made as part of the marketing for their new app, Plants.
Consider the bar raised... As a biased investor, I not-so-humbly submit that this is the most creative thing any startup in New York City has ever produced as part of a launch:
Plants by Tinybop from Tinybop on Vimeo.
Paper to Plants: Behind the Scenes from Tinybop on Vimeo.
Paper to Plants from Tinybop on Vimeo.