brand worlds
by Keely Adler · updated 2mo ago
brand worlds
- Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See morefrom From Brand Strategy to Brand Anarchy
Keely Adler added 2mo ago
most good brands uphold the culture of their time, but the greatest brands move people from one stage of culture to the next .
from The 4 Phases of Culture Brands by Jasmine Bina
Keely Adler added 2mo ago
If you find yourself in a culture of Tension, the best way to move that culture forward is to create a sense of clarity and opportunity. Show people what’s possible. Even better, show people what they could be capable of.
This is a time to inspire and allow people to see themselves in a new world. Give them something to dream about. Turn them into e
... See morefrom The 4 Phases of Culture Brands by Jasmine Bina
Keely Adler added 2mo ago
- For us, Brand Universes are the inevitable next frontier of merging left and right brain thinking within the leadership of brands across the full spectrum of the creative industries. It’s a new growth path for brands seeking to increase their cultural relevance and their profits. Creating a Brand Universe is how longevity is truly created. Those le... See more
from What Even Is a Brand Universe? by Christopher Morency
Keely Adler added 2mo ago
Keely Adler added 2mo ago
- Brands that build robust Brand Universes are first movers and always have one foot in the now, the other into the future. They welcome both horizontal and vertical expansion and think big. They’ve built the foundations of their brand so strong, know themselves so well, that venturing into uncharted territory isn’t perceived as a risk, but serves as... See more
from What Even Is a Brand Universe? by Christopher Morency
Keely Adler added 2mo ago
- Brand Universes encourage the contribution of consumers partaking in the telling of the brand’s next chapter. Unlike traditional brand building, a Brand Universe doesn’t dictate. While a Brand Universe can’t be strictly controlled by the brand itself, it can manage how it shows up, and monitor how it’s perceived by its audience in real time. Consum... See more
from What Even Is a Brand Universe? by Christopher Morency
Keely Adler added 2mo ago
- Akin to the practice of world-building in science fiction literature, brands embracing the concept of Brand Universes adhere to the principle that the process of building a Brand Universe is an ongoing, perpetual endeavour devoid of a predefined completion point . In other words, cultivating a Brand Universe is like setting off a chain reaction, fo... See more
from What Even Is a Brand Universe? by Christopher Morency
Keely Adler added 2mo ago
- In its role as a strategic approach, it avoids rigid and outdated frameworks, instead evolving in real-time with shifting trends and perceptions. The Brand Universe demands that the internal workings of a brand, or creative project, exist in perfect harmony with the outward facing image of the business. The end result here is authenticity, and perh... See more
from What Even Is a Brand Universe? by Christopher Morency
Keely Adler added 2mo ago
