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

Tight brands like the ones we’ve surveyed here raise the emotional stakes for their users. They create emotionally provocative norms so that we don’t just know the rules, but feel them deep in our bones.