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New rules of brand marketing
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
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
From Brand Strategy to Brand Anarchy
withinsight.substack.com
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
The 2025 State of Brand Presented by Red Antler
The 2025 State of Brand explores emerging branding trends including minimalist communication, subtle technology use, authenticity, optimism endorsement, and prioritizing human experiences to build lasting consumer trust and societal impact.
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