Saved by Mike Renaud and
The Mythology of Totemic Brands
The brands are totems. They tell us stories about our place in culture—about where we are and where we’ve been. They also help us figure out where we’re going.
Debbie Millman • Brand Thinking and Other Noble Pursuits
How To Create A Brand Mythology
youtube.comPeter Spear and added
To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more
Douglas Holt • Branding as Cultural Activism
Mike Renaud and added
In a marketplace of me-too offerings, people don’t seek features and benefits so much as tribal identity.
Neumeier Marty • ZAG: The #1 Strategy of High-Performance Brands
Yet we do have these modern mythmakers— brand shamans—who connect us to a parallel universe of soul aspirations. They pick a constellation from the cosmos of archetypes and invoke it to be associated with a particular brand. Some brand creators and business leaders do this very well, and the brand succeeds. When it doesn’t, it’s as though the graft
... See moreDebbie Millman • Brand Thinking and Other Noble Pursuits
Tokenised brand communities can become a formidable avenue for brands to forge meaningful and value creating connections with their most loyal fans. Through mutuality (aligned incentives) and agency (active participation) community members become active stakeholders, only to see their loyalty and effort being rewarded with additional privileges and... See more
DocTom • Web3 — Sharing Brand Ownership via DAOs
Tekelala added
Mike Renaud added
Brands and commodities therefore need to be considered and critiqued on the basis of the specific cultural and economic contributions they make to society. People co-create their identities with brands just as they do with religions, communities, and other other systems of meaning. This constructivist view is incompatible with popular forms of post... See more