hey brands, chill

IT’S FUN

Most crucially, BRAT offers a transportive form of musical and visual escapism and fun that encourages the audience to shake it off and get involved. It isn’t too serious, which, given everything going on out there, might be exactly what's most needed.

Alison Roman: “Not everything needs to innovate or evolve. It kind of broke my heart when I saw the Manischewitz matzoh rebrand (above). The box used to be perfect. It was ugly, who cares. Now it has this ‘Hello, Fellow Young People’ energy. Why do we have to do that? It’s a weird time.”

Alison Roman: “It’s well-emulsified, it’s perfectly salted, it’s deeply roasted, it’s the right texture, it’s not too expensive, it’s just good. And it doesn’t claim to be anything. It’s not, like, pushing a story or narrative on you. It’s just, ‘We’re peanut butter.’”

Alison Roman: “People are so brand-conscious now, and I think they’ve become that way about food. ‘Are those the Fishwife anchovies?’ No, it’s Cento. Or some Spanish brand you’ve never heard of, but it’s the same anchovies inside the tin. People are too conscious about choosing the ‘right’ thing that signifies their taste level, or who they are as

Alison Roman: “Everyone’s disrupting, and it’s exhausting. And sure, it’s nice to have options, but I don’t wanna ask people to spend their money on something that’s not necessary.”

I’ve found that when a marketer describes their favorite brand account, it’s usually out of admiration for their strategy. But when a customer describes their favorite brand account, it’s usually out of practicality. They are learning something. They are being immersed in the brand’s world. They are hearing about sales and product updates. They are