Decoding the Consumer-led Craze: Why Are Brands Losing Their Soul?
How Brands Can Drive Relevance and Meaningfully Engage
s3.amazonaws.comTo systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more
Douglas Holt • Branding as Cultural Activism
Subsequently, the brand becomes a receipt of our identity that helps communicate who we are and how we want to be seen in the social world. Our identity and the corresponding cultural characteristics to which we subscribe are the biggest drivers of our behavior. We make sure that our actions and our belief systems are aligned. Otherwise, we find ou
... See moreMarcus Collins • For the Culture
think it has to do with the process of self-discovery and finding other people or brands that believe in the same things you do. It almost becomes a moral code that you’ve got to follow.
Debbie Millman • Brand Thinking and Other Noble Pursuits
Brand has meaning in people’s minds that exists beyond functionality.
Idris Mootee • 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals
One thing is certain: the authenticity aesthetic served as a cohesive for all of these developments. It tied the spectrum of consumable items, spaces, and identities into a single unified visual experience.
This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more
This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more