Real brands for real humans.

Social. People are not only individuals but also belong to communities and are members of a society. Their behaviors are shaped by those around them and by collective symbols and stories. The new target unit for brands are a community and a society, not an individual. Modern brand strategy aims to address not just “jobs to be done,” but jobs to be

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starting a brand could seem like an act of creative expression, or even an act of resistance.

For a magazine and brand, you want to create as many connection points as possible in the service of hype and media recognition. As a consumer, you primarily just want one person or a specific audience to appreciate you, let’s say your crush or friends. It’s much more targeted. Of course, some magazines and brands act like consumers in an effort to... See more

Enter Madhappy, a new streetwear brand with a vastly different spin on the community aspect of Supreme. Unlike Supreme, Madhappy is built on a platform that is the opposite of exclusivity. Its products are not what it sells but what it stands for: the clothes serve as an entry point, naturally shareable products built around the three anchors of co... See more

High differentiation, low durability. There’s a lot of fashion, luxury, travel and entertainment brands and the entire genre of DTC brands that are very much talked about for a moment, only to fade into obscurity/low consumer preference once the negative effects of their fractured internal cultures, lack of new funding/revenue, lack of brand-buildi... See more