Plugged In / Online IRL

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural... See more

Brand Anarchy is not terrifying chaos, but instead the new order that emerges when old paradigms and playbooks crumble, giving way to unexplored creative and cultural potential. And honestly, it’s just a more fun and human way of doing things.

Stand for something that’s all your own. Help us find unexpected things and think unexpected thoughts. Don’t create for the algorithm (as tempting as it is to try and give it what it seems to want, to help your brand gain visibility). Don’t drift to the middle in search of eyeballs. Think bigger, more long-term, more societal-level, even. Do things... See more