Brands After Vibes

In our present technological era, humans have also needed a new framework to avoid drowning in the daily firehose of entertainment, media, and information. Given this setting of increasing complexity, it becomes more appealing to use an associative concept like “vibes” as a simplifying framework for understanding or self-expression. If we can’t mak... See more

The vibes are off, but they’re off fundamentally because they focus only on feelings and emotional connections that have already existed. They don’t provide or imagine pathways to new futures; they allow only for an understanding of what feels good or bad based on experiences that have already happened, things that have already been seen.

In other w... See more

Consumers, too, have become more aware of the mechanics of brand-building. As a result, companies are under pressure to simulate authenticity by leaning into more personalized forms of communication.