brand worlds
by Keely Adler · updated 2mo ago
brand worlds
by Keely Adler · updated 2mo ago
Keely Adler added 2mo ago
Keely Adler added 2mo ago
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 bee
... See moreKeely Adler added 3mo ago
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
... See moreKeely Adler added 2mo ago
Keely Adler added 2mo ago
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.
Keely Adler added 3mo ago
most good brands uphold the culture of their time, but the greatest brands move people from one stage of culture to the next .
Keely Adler added 2mo ago
A Brand World is an expression of the brand’s living strategy that comes to life through cultural products and experiences. It's a dynamic and immersive ecosystem where a brand's vision, values, and identity are brought to life in many ways. This world is not static; it is continuously evolving, driven by how the brand unites with the evolving cult
... See moreKeely Adler added 2mo ago
Keely Adler added 2mo ago
Keely Adler added 2mo ago