Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
Natasha Kimnatashajuliakim.medium.com
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Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
From Brand Strategy to Brand Anarchy
withinsight.substack.com
Hype became a dirty word, and longevity increasingly feels like a myth.
Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.
This
High differentiation, low durability. There’s a lot of fashion, luxury, travel and entertainment brands and the entire genre of DTC brands that are very much talked about for a moment, only to fade into obscurity/low consumer preference once the negative effects of their fractured internal cultures, lack of new funding/revenue, lack of... See more