Decoding the Consumer-led Craze: Why Are Brands Losing Their Soul?
This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
In that moment, they’re focused on identifying a cultural meaning that’s going to make a brand more tangible in the world.
Debbie Millman • Brand Thinking and Other Noble Pursuits
01 / The Moral Kernel
What is this brand for in the world? What values are non-negotiable? What worldviews drive decisions?
This isn't about "purpose", that's been hollowed out by marketing departments looking for emotional hooks. This is about moral philosophy. The deep beliefs about how the world works, what matters, what's worth defend
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