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 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
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
We rarely see brands that exist with the fullness of real people. (ZJ)
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
Christopher Morency • What Even Is a Brand Universe?
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
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