It’s a reminder that the most powerful brand experiences aren’t always logical, they’re felt . Symbols, sensations, rituals; these are the tools brands are using to open emotional doorways. Not just selling products, but conjuring portals that bypass the rational brain and speak directly to something older, deeper, more human.

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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What makes it different to the long famed brand world is that it goes beyond creating a sense of the familiar which can be achieved via clever messaging and lifestyle marketing. Instead, a Brand Universe looks to expand its footprint across multiple cultural domains, and views them as genuine opportunities to forge connections and share real experi... See more