Culture shapes brand, not the other way around
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Culture shapes brand, not the other way around
When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
There’s a famous Virgil Abloh quote where he says, “If I put a candle in an all-white gallery space it looks like a piece of art. If I put it in a garage it looks like a piece of trash.”
Abloh understood something that very few brand strategists get: the context is what creates the need for the product in the first place.
Abloh understood something that very few brand strategists get: the context is what creates the need for the product in the first place.