Saved by Mike Renaud
Branding as Cultural Activism
Often, the most powerful brands don't just ride culture—they subvert it. In both bold and nuanced ways, they challenge the unconscious assumptions shaping aspiration, value, and taste, offering new scripts for the future.
This article explores the Hidden Formula behind that kind of resonance: an invisible set of forces and a strategic framework for ... See more
This article explores the Hidden Formula behind that kind of resonance: an invisible set of forces and a strategic framework for ... See more
When brands connect with people who subscribe to the same belief, the congregation of people who subscribe to the same ideology, not only do those people buy from said brand, but they also use the brand to communicate their identity and share it with people who are just like them. And those people share it with other people who are just like them,
... See moreMarcus Collins • For the Culture
A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
The actions of the people in these groups extend far beyond a commitment to a shared consumption behavior or voting allegiance. Their identity is intentionally reflected in and projected through these brands, so strongly that the brand, product, or organization transcends its categorical label and becomes a part of their cultural practice.