Post-mehification

Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes.

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• veryone sets out to do that, but they don’t create processes that result in that


• They rush things into the marketplace


• They don’t take the time


• They get impatient


• They don’t manage the creative community well


• No risk in new ideas that sound odd but could be great


• They don’t know how to process failure in creativity


• One of the things that Bob sees today i

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A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made

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