idle gaze 031: selling future aspiration.
Modern aspiration is not about having money to buy things, but having the taste to know what to buy.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Where once a designer might have been hired to create packaging or campaigns behind the scenes, many are now brought forward as faces of collaborations – they’re photographed in their studios and interviewed about their process as part of launch. The designer’s body, personality, and public profile become a commercial asset. Like the long-running o... See more
Elizabeth Goodspeed • Elizabeth Goodspeed on the rise of the designer as influencer
Delayed gratification is a feature, not a bug Performance marketing and paid social carpet-bombing, no matter how targeted, do not create a human connection that all durable brands have and that makes them durable in the first place. A quick rush of sales following a paid social campaign or a stunt should not be a sign of positive ROI, but an inver
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Just as every decade can be defined by a fashion or musical style, looking back at our 2020s from the future, what will we yearn for?