What makes a brand special ?
There are three implications for brand strategy: Create collections (rather than product ranges). A collection gives identity to everyday products. In the crowded industrial goods landscape, an identity is the key product differentiator: packaging, naming, color palette, signature design details, and product shapes, like the chick-shaped hand
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
The Soul Of (Re)Brand
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But can you translate this relatively localized experience into something broader and more accessible to the masses? Can the idea of artisanal quality and personal connections exist beyond the bounds of a neighborhood farmers’ market? And can it exist with prices that the mainstream consumer can afford?
Randy Komisar • I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World
Your business exists in the context of a marketplace, but also in the context of your lived experience. Defaulting to the norms of your industry will shape your business to be similar to the rest, where the best entrepreneurs zero-in on their self expression. Do you have an eye for good design? Inject design into a tasteless industry. Do you have... See more