brand worlds
Some people's idea of merch is Trump’s gold high-tops. Merch as a status symbol. Merch as a subgenre. Merch as a style statement. Merch as an identity marker. Merch as something of waning cultural relevance.
Ana Andjelic • Everything Is Merch
social and cultural capital made merch the opposite of a commodity. Commodities are interchangeable (who can tell the difference between a Polo and a Tommy Hilfiger shirt if it wasn’t for the logo?); merch was a unique expression of a specific time, place, community, and context.
Ana Andjelic • Everything Is Merch
Brand Anarchy Series Mindset Shift 3
issuu.com
When brands welcome people in instead of chasing them down, they begin to build worlds that audiences want. These worlds can grow and connect with bigger ideas, and be inviting, engaging, and transformative in expansive and brand new ways. (ZJ)
As demonstrated by brands like A24, Jacquemus, or Rick Owens, the best Brand Universes create a set of cohesive and immersive entry points that resonate with diverse customer segments on both a deeply personal as well as on a collective level. They are devoted to carefully maintaining the red thread that keeps these activities consistent and inextr... See more
Christopher Morency • What Even Is a Brand Universe?
Merch is always a physical object and a symbol
Ana Andjelic • Everything Is Merch
To connect with people, you need to behave more like a human—one with desires, anger, frustrations, hopes, dreams, and spirit—and less like a robot. The future will have enough robots. Your brand will stand out by not acting like one. (ZJ)
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)