Identity · Connection · Business
OWN THE
ALIAS.
More than a creator.
A bigger you.
A bigger you.
We built businesses,
audiences,
communities,
characters,
products,
content
and entire online identities.
Some carry our names.
Most don't.
That's kind of the point.
Some carry our names.
Most don't.
That's kind of the point.
Identity✦
Attention✦
Trust✦
Connection✦
Conversion✦
Community✦
Business✦
Creators✦
Identity✦
Attention✦
Trust✦
Connection✦
Conversion✦
Community✦
Business✦
Creators✦
Hi.
We're the people
behind the aliases.
We're the people
behind the aliases.
One ecosystem. A lot of names.
YOU MAY ALREADY KNOW ONE VERSION OF US.
Maybe you found the creator.
Maybe the marketing company.
Maybe the automotive shop.
Maybe the creator directory.
Maybe the guy with the tacos.
Maybe the couple building something together.
Maybe the marketing company.
Maybe the automotive shop.
Maybe the creator directory.
Maybe the guy with the tacos.
Maybe the couple building something together.
Maybe you had absolutely no idea
any of those things were connected.
Perfect.
Own the Alias isn't about revealing who we are.
It's about owning everything we've become.
Different audiences. Different names. Different businesses. Different versions of ourselves.
Perfect.
Own the Alias isn't about revealing who we are.
It's about owning everything we've become.
Different audiences. Different names. Different businesses. Different versions of ourselves.
One ecosystem.
The thing marketing diagrams forget
PEOPLE DON'T MOVE THROUGH FUNNELS.
PEOPLE MOVE THROUGH FEELINGS.
Funnels are simply the systems
we build around those feelings.
Someone notices you.
Then recognizes you.
Then gets curious.
Then trusts you enough to go somewhere else.
Then decides whether you're worth another click, another minute, another conversation, another dollar or another visit.
That's the funnel.
Not a diagram.
Human behavior.
Then recognizes you.
Then gets curious.
Then trusts you enough to go somewhere else.
Then decides whether you're worth another click, another minute, another conversation, another dollar or another visit.
That's the funnel.
Not a diagram.
Human behavior.
That's the bridge.
WHAT BUILDING AN ALIAS TAUGHT US.
About People
Attention.
Trust.
Curiosity.
Rejection.
Belonging.
Judgment.
Boundaries.
Community.
About Platforms
Algorithms.
Discovery.
Restrictions.
Dependency.
Distribution.
Account Risk.
Attribution.
Data Ownership.
About Business
Conversion.
Segmentation.
Customer Journeys.
Retention.
Reputation.
Offers.
Positioning.
Growth.
The Alias Funnel
WE BUILT A FUNNEL
BEFORE WE CALLED IT ONE.
01Identity
02Content
03Discovery
04Curiosity
05Profile
06Trust
07Off-Platform Action
08Paid Conversion
09Retention
10Community
We learned it while navigating
platform restrictions,
algorithm risk,
payment friction,
audience stigma,
identity separation,
content restrictions,
account-loss risk,
cross-platform attribution,
privacy
and audience churn.
The Ecosystem
SAME PEOPLE.
DIFFERENT DOORS.
Not every audience needs
every version of you.
And they shouldn't.
Great brand architecture doesn't force everyone through the same door.
It builds the right door for each of them.
And they shouldn't.
Great brand architecture doesn't force everyone through the same door.
It builds the right door for each of them.
01 / CREATOR
CHARLI
DETER
DETER
Identity · Connection · Creator
The human side of attention,
connection, boundaries,
confidence and creator identity.
02 / BUSINESS
GO SAVVY
SOCIAL
SOCIAL
AI · Media · Business Development
Where what we've learned
about people becomes strategy,
systems and business growth.
03 / LIFE
GREASE N'
GROWTH
GROWTH
Cars · Business · Life
He builds cars.
She builds businesses.
Together we're building
the life between them.
04 / CREATOR ECONOMY
CREATORS
UNSOURCED
UNSOURCED
Discovery · Opportunity · Ownership
A better way for creators
and businesses to discover
one another.
05 / AUTOMOTIVE
JC
PERFORMANCE
PERFORMANCE
Reputation · Cars · Community
Different industry.
Same lesson:
identity and reputation matter.
06 / PERSONALITY
DYLAN
JUAN TACO
JUAN TACO
Personality · Cars · Culture
Some brands begin with
a business plan.
Others become impossible
not to build.
Own the Alias
THE PERSON
HAS BECOME
THE CATEGORY.
A creator can show up through business,
relationships,
cars,
humor,
confidence,
frustration,
expertise
or everyday life.
If the identity is strong enough,
the audience still knows
whose world they walked into.
The Own The Alias Series
SAME LESSON.
DIFFERENT PERSPECTIVE.
OTA 001
Attention Isn't Connection
A view isn't trust. Attention definitely isn't affection.
OTA 002
Your Audience Doesn't Know You
But they can still feel like they do.
OTA 003
Why Build An Alias?
Sometimes separation creates room for discovery.
OTA 004
What An Alias Taught Us About Branding
Branding isn't fabrication. It's intentional amplification.
Important:
WE'RE STILL
BUILDING.
This isn't the retrospective
after everything worked.
We experiment. We screw things up. We build something better. We change direction. We learn. We keep going.
And we're showing more of the middle.
We experiment. We screw things up. We build something better. We change direction. We learn. We keep going.
And we're showing more of the middle.
OWN YOUR
ALIAS.
Explore the businesses.
Follow the creator.
Watch the experiments.
Steal the lessons.
Build something of your own.