The Elegance of Nothing
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Saved by Charlie Gedeon
The Elegance of Nothing
There’s a famous Virgil Abloh quote where he says, “If I put a candle in an all-white gallery space it looks like a piece of art. If I put it in a garage it looks like a piece of trash.”
Abloh understood something that very few brand strategists get: the context is what creates the need for the product in the first place.
Abloh understood something that very few brand strategists get: the context is what creates the need for the product in the first place.
In branding, the context has become the product
business becomes a brand when it transcends its category of origin. It takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time.”
Meera Kothand • Uncover Your Difference
the brand hierarchy is simply about whether or not these needs were met by the brand. For example, if a customer goes to a store to buy a product and it’s out of stock then they will buy whatever product is there that also meets their needs. Think ant spray, paper towels, cooking oil, etc. It’s very hard to make one of these brands standout unless
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