What Brands Can Learn from the Beckham Saga

1. Don’t deliver a story, start one
   
   Gen Z treats information as improv material. Drop seeds and tempt them to interpret, remix and expand, rather than just consume.


2. Truth is a group project
   
   When everything feels like a PR strategy, truth can’t simply be claimed. Let multiple perspectives coexist and show

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The headless brand loosely accords with the tradition of philosopher Umberto Eco’s ‘open work’. In his book of that name, Eco draws on avant garde artistic and literary tendencies in the mid-twentieth century to figure cultural artefacts as open propositions that are actively completed by their intermediaries (performers, publishers) and their... See more

If we no longer see brands and commodity capitalism as something to be resisted, we need more nuanced forms of critique that address how brands participate in society as creators and collaborators with real agency. Interest in working with brands, creating brands, and being brands is at an all-time high. Brands and commodities therefore need to be... See more