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sharing everything on authentically aligned branding, marketing, sales, culture, and media
blah, blah, business
A brand universe strategy is not necessarily the right approach for every single brand, particularly those in categories where trust outweighs the need for entertainment. Consumers don’t want their banks or politicians to be universes – they want them to be trustworthy and reliably boring. But for upstart lifestyle brands, there is a great deal of... See more
Nikita Walia • this is your brand with a universe
and you don’t need to use a brand-universe strategy strictly for entertainment purposes or for the mass market.
it can be used as an approach where you become the most self-expressive version of yourself as a creative through your brand and business, in a way that is the most enjoyable and the most nourishing.
this is your YOUNIVERSE.
find something that’s under-appreciated, not being addressed, or being overlooked, and get really good at it...If you become the foremost expert at something, you make yourself indispensable.
Billy Oppenheimer • SIX at 6: What You’re Made For, John Lennon’s Tea, the Mundanity of Excellence, a Seminal Event, the Common Denominator, and Bob Knight’s Advice
“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
Nikita Walia • this is your brand with a universe
So how do we push this from theory into practice?
Last year, Jacquemus wanted to host their Spring/Summer fashion show in Hawaii. It was going to be their first show outside of France. The location was inspired by a previous Jacquemus campaign in Hawaii. They wanted to support the connection they felt with the people there. But how should they... See more
Last year, Jacquemus wanted to host their Spring/Summer fashion show in Hawaii. It was going to be their first show outside of France. The location was inspired by a previous Jacquemus campaign in Hawaii. They wanted to support the connection they felt with the people there. But how should they... See more
Nick Susi • Culture Is the Client
Before we talk about "useless" projects, let’s take a moment to look at a "useful" one. In a typical project, a designer’s creative potential often sits buried, like a dormant hydrogen atom, as compromises and decisions by committee guide the client/creative relationship. Many of the ideas that ignite excitement in the designer are worn down by... See more
Marc Posch • Useless Projects: Catalyst for Creative Ideas
When you are able to create outside of any obligation, but out of total curiosity, experimentation, and freedom, that is where you are able to unleash more of your full, unique potential.
Whether that’s for design, art, or even business (e.g. like a random product), that is where the magical happens.
how can my creative superpowers as an artist be channeled into giving extraordinary value and service to others, while sharing my ethos & philosophy along the way?