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sharing everything on authentically aligned branding, marketing, sales, culture, and media
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Instagram CEO Adam Mosseri has flat-out admitted that follower count doesn’t matter anymore. Platforms decide what gets seen, not the people who actually follow you. The idea that going viral builds an audience is dead because an audience is no longer the goal.
Social platforms don’t care if you win or lose. They just need you to keep playing.... See more
Social platforms don’t care if you win or lose. They just need you to keep playing.... See more
Zack Evans • The Creator Casino
How do you decide what’s worth keeping?
When I bring something new into my life, I pay close attention to its quality—it has to be something I can see myself appreciating for years. However, every purchase is also an experiment; time reveals whether it lives up to my expectations. If it proves reliable and well-suited to me, I keep it; if not, I... See more
When I bring something new into my life, I pay close attention to its quality—it has to be something I can see myself appreciating for years. However, every purchase is also an experiment; time reveals whether it lives up to my expectations. If it proves reliable and well-suited to me, I keep it; if not, I... See more
Tastemaker: Veronika Ikonnikova, Architect
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:... See more
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:... See more
Nikita Walia • this is your brand with a universe
‘Do not try to be the best. Be the only.’ It helps me believe in a positive-sum world—where my success does not hinge on the failure of others, and I am not in a rat-race.” — Nishant Jain
Caroline Cala Donofrio • The Best Advice I've Ever Heard
Gentrification
Can different cultures integrate equitably without changing the fabric of cultural identity?
Harlem has been a major capital of Black American culture – but as wealthier individuals and businesses have flocked into the neighborhood, it has pushed money out of the community and into commercial development. Property value has... See more
Can different cultures integrate equitably without changing the fabric of cultural identity?
Harlem has been a major capital of Black American culture – but as wealthier individuals and businesses have flocked into the neighborhood, it has pushed money out of the community and into commercial development. Property value has... See more
Nick Susi • Culture Is the Client
Your product could be the most effective or highest quality offering on the market but if your vibe is kind of ratchet, then who is even going to pay attention? The typical process to purchase has been completely flipped on its head with advocacy becoming one of the first things that draws consumers to a brand... so what is your vibe and... See more
Grace Garrick • What Exactly is a Brand Universe?
People remember how you made them feel more than anything. Your unique vibe, vision, and values, those are the very things that connect people together.