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

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

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 clear brand universe is not just about the brand, but about the unique, evolving constellation of connections to other brands, personalities, places online and off, and other cultural touchpoints, that create the fullest, richest context and associations in the audience(s)’s mind when juxtaposed all together.”

– Nick Susi, Executive Director of ... 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

Story, narrative, entertainment, world-building, creative universes are all part the new brand management framework. All the world’s a stage. Ash NYC “invents” hotels that are “cinematic monuments.” Oysho, an Inditex brand, has something called “Oysho TV.” Red Bull and Telfar TV were there first. “We are very focused one creative storytelling acros... See more