The Scott Sternberg guide to building emotional brands

One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to articula... See more

Creating a sense of wonder is becoming ever-more important for brands looking to help move consumers and create deeper connections. As this shift gathers steam, brands should be looking towards fictional worlds and immersive environments for inspiration.

As real life becomes less attractive, with consumers having to navigate uncertainties around the... See more