brand worlds
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?
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.... See more
Christopher Morency • What Even Is a Brand Universe?
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
Christopher Morency • What Even Is a Brand Universe?
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
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
... See moreAna Andjelic • Everything Is Merch
The most powerful brands don't just deliver solutions; they inspire us to see the world differently. These brands, on the cutting edge of culture, craft immersive experiences that meet aspirational needs and introduce new ideas about the world. They get there by creating expansive narratives that leverage a wide range of tools and mediums. (ZJ)
