What Exactly is a Brand Universe?

To contend with our ever-slimming attention spans, even advertisements are concocting persistent storylines with fictional characters and backstories to compel consumers into caring. Jake from State Farm has a mini-series on TikTok, where he performs “good neighbor deeds.” If a story becomes exhausted, a franchise can simply explore more of its set... See more

Story, narrative, entertainment, world-building, creative universes are all part the new brand management framework. All the world’s a stage. Ash NYC “invents” hotels that are “cinematic monuments.” Oysho, an Inditex brand, has something called “Oysho TV.” Red Bull and Telfar TV were there first. “We are very focused one creative storytelling acros... See more

Practically speaking, a brand universe strategy allows:

• Flexibility for the Evolving Landscape: The Brand Universe Strategy isn't a rigid script, but a dynamic framework. It allows you to adapt messaging, content, and experiences across different channels and platforms as trends and customer preferences evolve.


• Deeper, imaginative storytelling: Br

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A broader, entertainment-focused brand strategy also opens the door for new revenue models and IP. From fashion brands seeking to become entertainment companies and building studios to fitness brands like Equinox building hotels, to the Ikea Roblox store, a universe-focused approach diversifies a business, taking its core ethos outwards for fans an... See more