Saved by Mike Renaud
Branding as Cultural Activism
* The future of branding is marketing with people, and not at them
John Morgan • Brand Against the Machine
sari added
- "Rather than applying the traditional object oriented approach of wrapping a consumer around a product; instead by identifying every opportunity to establish a brand as a cultural institution (that serves the public in it’s operation), the brand consistently fortifies an ethical and moral foundation from which to exist."
Hugh Francis • ✨ Expansive Brands • garden3d research
Brian Sholis added
what would it mean for brands to stop pointing to culture, and to start being it? To do so, they would have to go far beyond marketing, to offer meaningful modes of participation. Is it even possible for companies to be in service of something greater than themselves?
Toby Shorin • Life After Lifestyle
In CAPS LOCK , Ruben Pater traces the evolution of branding from livestock to slavery to mass-produced goods. Today it has obviously gone lightyears further, grooming every part of an experience that may not even be associated with a product you can hold in your hands. He writes: “Even a well-designed brand for a museum still uses the same logic of... See more
Elise Granata • What We Lose When Optimizing Community
Agalia Tan added
The commercial, anthropological, and sociological branding process that professionals engage in now creates visceral distinctions to evoke immediate responses in people.
Debbie Millman • Brand Thinking and Other Noble Pursuits
When brands moved from manufacturing products to manufacturing culture, design, luxury and art, curation zoomed onto taste, aesthetics, identity and social status.
Ana Andjelic • Creativity Is Dead, Long Live Curation | Highsnobiety
Brand marketing requires a new operating system today:
From fixed to fluid
From singular to multifaceted
From didactic to dialogic
Agalia Tan added