Saved by Mike Renaud
Branding as Cultural Activism
Originally created by companies to give selling a face and a human emotion, brands are getting killed by their own customers. People are increasingly more likely to build their own brand – and develop their own products, services, and experiences – than to endorse or be sponsored by someone else’s.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
If we no longer see brands and commodity capitalism as something to be resisted, we need more nuanced forms of critique that address how brands participate in society as creators and collaborators with real agency. Interest in working with brands, creating brands, and being brands is at an all-time high. Brands and commodities therefore need to be... See more