2020 08 Decolonizing Fashion: Critical Approaches to Brand Strategy (Web).pdf
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2020 08 Decolonizing Fashion: Critical Approaches to Brand Strategy (Web).pdf
Today the brand is a repository, not merely of functional characteristics, but of meaning and value. But if we are to identify and effectively leverage the essential elements, or “immutables,” of our brands, we must become fluent in the visual and verbal language of archetypes.
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When a brand has a prediction at the center of its strategy, it sends a signal to the market that the company not only intends to own that future, but that any other brand playing outside of that future will be sidelined .
Jasmine Bina • There Is No Brand Strategy Without a Prediction
While marketers own the brand mark, control how the brand expresses itself, and decide which products the company might offer, it’s the people who decide what the brand expression means and whether it fits with their cultural identity.
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