The Good Marketing

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: Br

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Unlike standard brand strategy's emphasis on messaging and positioning, a brand universe strategy fosters a sense of community and shared identity, transforming customers into co-creators within the brand's world. This immersive approach allows the brand to maintain a fixed core identity or concept while expressing itself differently across channel... See more

“As brands seek to become more multiplayer, they intentionally create centers of gravity for attention and adherence. The mistake that brand marketers often make is limiting these centers of gravity to particular products, services, or offerings.”

– Phillip Jackson, Co-Founder, Future Commerce

Our relationship with a culture shouldn't look like a scientist peering through a microscope.

If we just passively observe from the outside, and don’t we don’t form direct, active relationships with the leaders, artists, elders, people with lived experiences that make and change a culture, how can we truly be an expert or an advocate?

Further, if w... See more

“In the past, jobs were about muscles. Now they’re about brains, but in the future, they’ll be about the heart.”