Consumer Brands

I have occasionally been asked why I’m obsessed with brands. The answer is that brands are things made out of belief. They are amorphous *meanings* that structure our relationships; they are already the same sort of thing that a religion or a culture is. With the cultural production service economy, and now with cryptocurrencies, all of the ingredi... See more

When behavior shifts radically, companies with “responsive instrumentation” (vertical integration, digital touch points, focus) can adjust real-time to deliver on brand promises. Adaptability → “Reassurance” → Accumulating Advantage. Ex: Lululemon’s “Reassurance Multiple”