#40 – On dialogic brands, better presentations, terrible ads, and influential yellow lines

“A clear brand universe is not just about the brand, but about the unique, evolving constellation of connections to other brands, personalities, places online and off, and other cultural touchpoints, that create the fullest, richest context and associations in the audience(s)’s mind when juxtaposed all together.”

– Nick Susi, Executive Director of ... See more

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.