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Brands as Libraries
Social. People are not only individuals but also belong to communities and are members of a society. Their behaviors are shaped by those around them and by collective symbols and stories. The new target unit for brands are a community and a society, not an individual. Modern brand strategy aims to address not just “jobs to be done,” but jobs to be
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
“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
– Nick Susi, Executive Director of ... See more
Nikita Walia • this is your brand with a universe
I think the secret to working with existing brands is to help them find their intrinsic story. And then amplify the stories for new generations to share. Brands have become the best device for perpetuating mythic archetypes.
Debbie Millman • Brand Thinking and Other Noble Pursuits
Heritage, ritual, and tradition. The common perception is that a brand with a link to heritage and craft almost immediately achieves a veneer of rarity. This mechanism is often used in retrofit manner, with brands (and entire regions) clamoring to emphasize their provenance and heritage. Brand founders are often elevated to the level of artists. A
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
In CAPS LOCK , Ruben Pater traces the evolution of branding from livestock to slavery to mass-produced goods. Today it has obviously gone lightyears further, grooming every part of an experience that may not even be associated with a product you can hold in your hands. He writes: “Even a well-designed brand for a museum still uses the same logic of... See more