Brands After Vibes

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

🚨 A vibe is not a brand strategy.🚨I continue to see young brands try to build from a strategy based on a “vibe.” A cool aesthetic, a specific energy, a mood they want to evoke. But this said vibe is not a strategy.A brand strategy is a clear POV, an intentional framework that defines who you are, what you stand for, and how you build lasting trus... See more