BRANDS & Cities
maize.io
BRANDS & Cities
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
Elise Granata • What We Lose When Optimizing Community
Agalia Tan added
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
Ana Andjelic • The age of SUPERCONTENT
The success of the next decade can't be only defined by the level of consumer spending, we will need common spaces of culture that can hold us together, and brands can play a role in making that happen.
Matt Klein • 3_TRENDS_Vol.5: Florencia Lujani: Private Citizens, Sub vs. Counterculture + Degrowth Economics
Matt Klein added
Keely Adler and added
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.
Dan Frommer • The Scott Sternberg guide to building emotional brands
sari and added
The brand should be more living, the world lives on social, the brand needs to fit within that world and that world is made up of real people and real interesting stuff. It's not made up of brands and it doesn't have these rigid rules. It's less of a brand and more of a character and a writers room.”
Maximilian • #40 – On dialogic brands, better presentations, terrible ads, and influential yellow lines
Agalia Tan added
Yet, the world we live in is shifting rapidly. Consumers’ changing expectations and behaviours are affecting the ways in which brands can be borne and built. Complexity and choice paralysis has increasingly become the norm.
How small brands can hit the big time
Joe Maceda added
The most powerful brands don't just deliver solutions; they inspire us to see the world differently. These brands, on the cutting edge of culture, craft immersive experiences that meet aspirational needs and introduce new ideas about the world. They get there by creating expansive narratives that leverage a wide range of tools and mediums. (ZJ)