brand worlds
Rather than being a retail’s side gig, modern merch has become its main act. Merch has always been a high-margin moneymaker, so a subtle but all-encompassing transformation of retail’s operating principle into merch makes economic sense. Through the process of transubstantiation from a youth culture artifact to a killer business model merch has
... See moreAna Andjelic • Everything Is Merch
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)
Brand Anarchy Series Mindset Shift 3
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“A clear brand universe is not just about the brand, but about the unique, evolving constellation of connections to other brands, personalities, places online and off, and other cultural touchpoints, that create the fullest, richest context and associations in the audience(s)’s mind when juxtaposed all together.”
– Nick Susi, Executive Director of... See more
– Nick Susi, Executive Director of... See more
Nikita Walia • this is your brand with a universe
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)
Practically speaking, a brand universe strategy allows:
- Flexibility for the Evolving Landscape: The Brand Universe Strategy isn't a rigid script, but a dynamic framework. It allows you to adapt messaging, content, and experiences across different channels and platforms as trends and customer preferences evolve.
- Deeper, imaginative storytelling:
Nikita Walia • this is your brand with a universe
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,... See more