The Story
Why the "Jupiter Dispatch"?
Read Time: 4.50 Minutes
This is the story of the Jupiter Dispatch and my process of building this brand identity.
But first things first.
Why I have changed my newsletter name from “Domi’s Favourite Things” to the “Jupiter Dispatch”?
From Personal to Brand
Because branding and storytelling is everything in the world of the future.
If you ever think of publishing content on the long run, then you will ask yourself the following question for certain.
Do I want to build a personal image or a brand?
Here my view why I moved from a personal newsletter to a content brand:
Because I want to learn how to build a brand. This will pay huge returns in the future. (when everyone can use AI, having a brand can be a key differentiator)
Because you can connect your personal image anyway with the brand. But you don’t have to.
A brand, can bring in other authors and talk about different topics.
A Brand can outgrow me. It can grow to a community. (community building will be a key skill too)
A brand can gain awareness through social channels without putting yourself into the frontline. (you guessed it, this is also a future-proof ability)
Anyhow, let’s get into telling the story…
Okay, but why you named it the “Jupiter Dispatch” then?
The Story
Since “the Mission” of the newsletter is clear, to write content for European founders, execs and entrepreneurial thinkers, I had to find a great brand name.
After a heavy session of brainstorming and parallel domain checks, I came up with Jupiter Dispatch. (of course I want a .com url)
So… but why Jupiter?
There are two sides of the story, why Jupiter.
The first part is a bit personal. The second part is dating back to greek and roman mythology, the historical foundation of Europe.
Back in summer 2018 I was finishing my final thesis for university. And procrastination was hitting me hard.
Like every day around that time at 3 am, I was still sitting at the balcony of my parents house watching the stars.
Night after night, I was wondering why one of the stars above me was brighter than the rest. I got curious. Then my random Youtube knowledge about astrophysics kicked in: “This must be a planet of our solar system.”
It was Mars.
So night after night, if the weather was right, Mars was shinning bright like a flashlight. A bit silly, but since then I connect my final project always with Mars.
Nearly 5 Years forward, around summer. I was thinking about my newsletter, business ideas and other projects on my couch.
Again, a bright star.
I was straight reminded to the Mars story. This time, it was Jupiter.
And I immediately thought that I have to connect my next project somehow to Jupiter. At least this sounded like a “cool” idea to me.
So much for the personal side of the story.
Of course I wasn’t sure, if “Jupiter” plus an addition is a good idea in the first place.
How can I connect this with Europe? Is this anywhere referring to Business and Startups?
That’s why, like a good marketeer should do too, I looked for other directions. But where?
I started with the focus on Europe. And researched the greek mythology, because the ancient Greeks are the historical foundation of the European idea.
I threw names around like Zeus and the whole gods of the Olympus. But Zeus and the alike weren’t resonating with me at all.
Then I turned to find a fit with Jupiter. After a while it struck me…
The planet Jupiter is named after a god too. You remember my random astrophysics knowledge. So I did some deeper research.
And it got even better…
The Roman Empire incorporated a lot of the greek mythology into their own religion.
The greek god Zeus = the roman god Jupiter.
And the planet is named by the Roman Empire after their greatest god Jupiter because it’s the biggest planet in the whole solar system.
Sounds like a great fit with Europe and the mission to help entrepreneurs thinking big. But hold for a minute. It gets even more exciting…
Jupiter has 95 moons. And one of them suits perfect to this story.
The moon Europa. 🌕
This is a match. And ends the story.
And… why Dispatch?
After I found the name Jupiter for this newsletter, I needed an addition which helps to clarify what you can expect of this brand.
After looking up tons of other newsletters, I tried a lot of different words here. But the “Dispatch” sticked with me the most in the end.
Here the definition…
In the journalism sense, a Dispatch means a special report that is sent and broadcasted by a journalist who is in a different town or country.
So in terms of “sending you the best business stuff from an other planet”, I think “Dispatch” rounds up the whole thing.
- End -
Thanks for reading the whole tale of why I named this newsletter the Jupiter Dispatch.
Feel free to tell me your thoughts about the Story in the comments or via direct message.
I hope you will have an epic time reading my dispatches…
Footnotes
The Moon Europa of Planet Jupiter
