Jasmine Bina on Prediction & Brand
The meaning of a brand is its most precious and irreplaceable asset. Whether you’re selling a soft drink or a presidential candidate, what your brand means to people will be every bit as important as its function—if not more so—because it is meaning that tells us “this one feels right” or “this one’s for me.” Meaning speaks to the feeling or intuit
... See moreCarol S. Pearson • The Hero and the Outlaw
The challenge to being ahead of the trend—which I have been for most of my life—is to find a way to start a dialogue with the consumer. Perhaps you want to provide a solution to a problem they don't yet know exists. So you need to ask: how does this problem touch their lives and what they care about? Solving that problem can be difficult, time-cons
... See moreDavid Mattin • Trend-Driven Innovation
The greatest benefit of a brand strategy based on a prediction is that it naturally spells out the business strategy . The expert patient, the third space, the future of movement – all of these predictions lay out strong parameters for the business itself.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Towards a body of work.
What is it supposed to speak to? It should be, I hope, beyond the scope of scaling one app. It should be, I hope, in constant dialogue of bridging past, present, and future.
I think, at least what I’ve been meditating on for the past 7 months, is that we have to look towards designing an organization that allows the ability ... See more
What is it supposed to speak to? It should be, I hope, beyond the scope of scaling one app. It should be, I hope, in constant dialogue of bridging past, present, and future.
I think, at least what I’ve been meditating on for the past 7 months, is that we have to look towards designing an organization that allows the ability ... See more
Reggie James • Towards a Body of Work (1)
Brent Beshore, on Brands:
Most people think brands are made up of logos and slogans, but here's another way to think about it: "A brand is the range of expected outcomes you can expect from any company or person... What you can count on, rely on, and plan around."
It's a set of expectations people have when they interact with you. I like th... See more
Thus we are left with an interesting consumer quandry — if companies are taking as long as twelve years to exit but trends have shortened to less than twelve month periods, how can brands be expected to keep up?