In branding, the context has become the product
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In branding, the context has become the product
Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
From Brand Strategy to Brand Anarchy
This is how a product becomes a cultural icon: by becoming the canvas for a much deeper, and personalized experience.
Greg Hoffman • Emotion By Design: Creative Leadership Lessons from a Life at Nike
In that moment, they’re focused on identifying a cultural meaning that’s going to make a brand more tangible in the world.
Debbie Millman • Brand Thinking and Other Noble Pursuits
It’s increasingly clear to me that a consultant that can help shape the narrative of an organization can have real impact on everything from the brand’s position in culture to the way product teams prioritize and ship features.
In this age of audience first brands, smart leaders are realizing the power of writing and the power of creating an ongoing... See more
In this age of audience first brands, smart leaders are realizing the power of writing and the power of creating an ongoing... See more
Tom Critchlow • Narrative Strategy
I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.