Brand Storytelling and Positioning

In the old world of broadcast communication that Naomi Klein wrote about, promotion was limited to a few channels, so multinationals with massive advertising budgets had the power to sell a brand monoculture. Now every night, on Twitter, on Instagram, on TikTok, we scroll and see brands smushed up next to real people in the feed. Branding

Tighten the vice so people feel snug, not strangled. Find ways, either through context, belief systems or vision to tether all of the chaos down to something that makes sense of the world, that creates tension against the looseness.