The Good Marketing
Non-Coercive Marketing: A Manifesto
If you consider yourself an observer of culture, you’ve already put yourself on the sidelines.
When you’re an active participant in the interests of those you hope to resonate with, you don’t need to decipher what’s trending. You’ll know.
When you’re an active participant in the interests of those you hope to resonate with, you don’t need to decipher what’s trending. You’ll know.
Foresight as Activism: Researching vs. Making Culture
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
Nikita Walia • this is your brand with a universe
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
Nikita Walia • this is your brand with a universe
“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
– Phillip Jackson, Co-Founder, Future Commerce