multiplayer brands

the success of packaging up a cultural product with its most committed community front-of-mind, being outside and touching people, offering exclusive artifacts and experiences to them, and letting them do the rest to interpret and build your brand energy for you.

Using both online tools (the brat art generator) and the offline BRAT wall in Brooklyn, Charli handed the ‘roll-out content’ keys over to fans.

highly flexible, participatory brand system

Going with something so lo-fi invites every corner of the internet to participate and enables those who want to be a part of the dialogue to share their own

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.

Cultural companies design products from the core of the community they want to serve, and are open to expanding their brand story into something more akin to a lifestyle vs. a one-off product. Bringing your co-creators upstream with you, and knowing exactly what you’re designing for is a way to guarantee adoption and amplification. Identifying a

The simpler and more easy your brand codes are to emulate, the more participation and expression you can inspire. Embrace a lo-fi, hands-on system.

People are always seeing and being seen, and in some ways, owning products does constitute one form of cultural participation. Yet it is also clear that owning goods alone is not a really significant sort of participation.