brand worlds
Keely Adler added 4mo
Successful Brand Universes are those that when come in contact with, we as consumers instantly react, “Wow, thats SO [insert brand here].”
Christopher Morency • What Even Is a Brand Universe?
Keely Adler added 4mo
Keely Adler added 4mo
Whereas in the past a person wearing a Nirvana t-shirt was probably a fan of the band’s music, today no such guarantee exists (and many more shirts are sold). This often precludes one of the original purposes of merch, a signaling of belonging to a certain (sub)culture.
Still, the meaning-making of merch has not disappeared, but merely shifted. A pe
... See moreAna Andjelic • Everything Is Merch
Keely Adler added 5mo
most good brands uphold the culture of their time, but the greatest brands move people from one stage of culture to the next .
Jasmine Bina • The 4 Phases of Culture Brands
Keely Adler added 4mo
Keely Adler added 4mo
Keely Adler added 4mo
The core differentiation from brand strategy to brand universe strategy is beginning the branding exercise with the understanding that (1) there is a core brand message, idea, or offering your brand is attempting to communicate and (2) beyond the purchase, you desire to leave a lasting creative, identity-based, aspiration-focused, or context-based ... See more
Nikita Walia • this is your brand with a universe
Keely Adler added 4mo
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 more
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 more
From Brand Strategy to Brand Anarchy
Keely Adler added 4mo