Brand is social, social is brand.
if people now cultivate their own personalities in order to sell products and build a community, brands need to figure out what it is that they are doing. Originally created by companies to give selling a face and a human emotion, retailers are getting killed by their own customers. People are increasingly more likely to build their own brand — and... See more
Ana Andjelic • The ultimate guide to social commerce
“If you only exist in the minds of your consumers as an Instagram handle, you haven’t built a brand. You’ve built an account,” Jamie R Cox
https://brandburnout.substack.com/p/am-i-the-girl-who-deleted-instagram
At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Finally, commerce and social are coming together, although to much less a degree than marketing teams who talk up “brand communities” would like you to think. In all but a few cases, “community” here is just the marketing language used to describe a microbrand’s niche Instagram fandom. To me “community” implies users regularly engaging with each ot... See more
Toby Shorin • Come for the Network, Pay for the Tool
Something about social media feels different this year.We’re watching a fundamental shift in how and where people want to engage online. As trust declines and user habits evolve, it’s clear we’re heading toward a new phase of social. So what does that mean for brands, users, and the future of social as we know it?🌊 Big platforms are losing their g... See more