“A man with a watch knows what time it is. A man with 2 watches is never sure.”
Ancient societies followed a single narrative. Modern societies are cacophonies of competing narratives. Without trust, more data doesn’t make us more informed but more confused.
In an age of all information all at once + decision abundance
The new luxury is deep context + slowness
The job for the brand then, is to be able to create environment. That attracts someone to explore the depth of references