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

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.

Among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? Because it’s the language of feeling, and, in a society that’s information-rich and time-poor, people value feeling more than information.