How to Build Brand Energy

Using both online tools (the brat art generator) and the offline BRAT wall in Brooklyn, Charli handed the ‘roll-out content’ keys over to fans.

highly flexible, participatory brand system

To me, BRAT has been the ultimate demonstration of cultural world-building, Energy marketing, designing a product and a campaign with its most extreme consumer and fan in mind, and the most acute demonstration of how irl Authenticator moments drive url interaction and amplification.

Through both the album itself and her content around it, Charli has been honest and candid about where she’s at. It’s a refreshingly honest contribution amidst a category clogged with insincerity. She’s holding the insecurity of being who she is, online, in the world, in these parties along with the rush of just being a person getting lit with her

• Charli’s curation of the Brat collection at Roxy Cinema celebrated the tenets of a “BRAT” lifestyle, dimensionalizing the project beyond a one-off album, and turning it into a lifestyle and a mindset.

the success of packaging up a cultural product with its most committed community front-of-mind, being outside and touching people, offering exclusive artifacts and experiences to them, and letting them do the rest to interpret and build your brand energy for you.

this anti-design of sorts, and think it can be just as (if not more) successful than more stereotypically “well-crafted” design.”

**THE CLUB AS A LIFESTYLE PLATFORM: IT’S BIGGER THAN BRAT

**Bushwick circa 2022 onward is one of the most meme’d lifestyles, identities and ‘vibes’ that New York City has produced. The growing crop of club venues even amidst record rent raises demonstrate an urgent appetite for community, connection, and escapism that has emerged from that year or t

IT’S FUN

Most crucially, BRAT offers a transportive form of musical and visual escapism and fun that encourages the audience to shake it off and get involved. It isn’t too serious, which, given everything going on out there, might be exactly what's most needed.

The simpler and more easy your brand codes are to emulate, the more participation and expression you can inspire. Embrace a lo-fi, hands-on system.