How small brands can hit the big time
ipa.co.uk
How small brands can hit the big time
Independent brands — even those with significant backing — were boxed out by luxury’s biggest players, whose heft gave them a major edge in distribution and marketing, where they enjoy greater leverage with multi-brand retailers, mall owners, real estate developers, magazines, influencers and other key players in the fashion ecosystem. In 2019, LVM... See more
The Nine Lives of Proenza Schouler
Diego Segura added
“we can't **outspend** these people is what makes me most alarmed
how do you overcome that? what changed, if anything? what leverage can be applied on ad spend and shows?
it might just be storytelling
it's like the old granddad authors who have a pitiful enough looking face for tiktok that their books start flying off the shelves in support
“The Stakeholder Economy” will reinvigorate emerging brands and local businesses and be the most disruptive force against internet behemoths and global marketplaces. Brands are now collectively determined by the content generation of the masses as opposed to a creative agency and a nationwide ad buy. The second disruptive force at play is the const... See more
medium.com • 10 Forecasts for the Near Future of Tech 🔮
sari added
The most iconic brands and creators that will be created over the next 10 years won’t be cookie-cutter, they’ll be community-based. The result will be more unique experiences.
Greg Isenberg • The Fast-Foodification of Everything
aron added
The next generation of brands will still start with the story, but the other moats (logistics, distribution, sponsorships, etc) wither from there. We’ll see the next generation of “DTC” (direct to consumer) brands migrate to traditional retail channels, join large cross-brand data co-ops, shift marketing dollars to community management, and generat... See more
The New Mechanics Of Brands, Channel Shifts, & Unexpected Digital Opportunities
Glen Cassidy added
Traditional and institutional brands and retailers will continue to lose market share to local retailers and community-based shopping platforms.
Andrea Bell • CCC - Home
sari added
Big institutions used to have unquestioned control over the narrative. Their dominance once seemed eternal. But now, they’re losing their monopoly over the dissemination of ideas.
David Perell • What the Hell Is Going On?
sari added
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
Keely Adler added
Consumer demand for smaller scale and human-crafted versions of everything will grow in an AI world. While the future of work might lend itself to small business creation, let’s ****not forget the demand side of the equation. We are going to crave artisanal and story-driven sources and experiences. Why? As every big company floods the zone of our a... See more