Brand is social, social is brand.
Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
From Brand Strategy to Brand Anarchy
Along with the collection being heavily discounted, the brand also launched a “Bloopers” campaign to the tune of “we’re gonna own our oops!” It's smart. Fun too. A real pat-on-the-back moment. A friend of mine—not a brand person, but a big Set Active fan—shared the campaign with me. Our conversation brought to mind an idea I’ve been playing around
... See moreIn the absence of religion and other community belonging, consumers yearn to find the brands they can use as signals for identity curation and kinship – signaling to other Glossier or Stanley cup girls that no actually, we’re the same. Brands do this signaling implicitly (owning Aesop hand soap reveals something about you - well-to-do, metropolitan... See more
Nikita Walia • this is your brand with a universe
When it comes to network building, most people make the mistake of focusing on brand awareness, instead of expertise. They focus too much on the “legible” side of things, rather than knowledge and skills.
Substack • See your Career as a Product
There are many “best practices” for “building a brand” on social media. Ignore them. You don’t have to post everyday or follow strict brand guidelines. Find your own style and go at your own pace. Allow your voice and aesthetic to change as you grow and evolve.