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cleanshot-2025-05-26-at-22.38.19@2x.png | Are.na
The reality is that brands live in a larger communications ecosystem – a universe – a constellation of messages, creative approaches, and touchpoints that serve to propel a larger brand message. For modern brand building, brands must build a rich immersive world anchored in a core value proposition that radiates outward and builds a sense of commun... See more
Nikita Walia • this is your brand with a universe
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
Fundamentally, branding is a profound manifestation of the human condition. It is about belonging: belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging. It has this function for both the people who are part of the same group and also for the people who don’t belong.
Debbie Millman • Brand Thinking and Other Noble Pursuits
A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.