strategy
frameworks, useful questions, and thoughts around our practice :)
strategy
The human brain does not process media through procurement categories. When people encounter advertising, creator recommendations or word of mouth, the brain does not label the exposure according to who paid for it. It evaluates familiarity, recognisable cues, emotional signals and how easily the stimulus can be processed and stored. Each encounter... See more
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On the PESO model — it’s an accounting taxonomy mistaken for a strategic one
“Semiotically speaking, the most culturally incisive brands strategically leverage the self-awareness that a brand functions as a “myth” in culture, so to say. Iconic brands are comprised of signs and symbols that can resonate quite powerfully with people, particularly on a subconscious level. And so to be a culturally intelligent marketer today... See more
Nikita Walia • this is your brand with a universe
Brands that become modern icons do so by building obsessively for the niche and eventually going wider for mass appeal. Through their growth stages, they maintain a ‘wink’ or an IYKYK set of codes for devotees to remain obsessives. They understand that through their myth-making, they build a subconscious set of associations that become... See more
Nikita Walia • this is your brand with a universe
// alex tran’s cult brands
“A clear brand universe is not just about the brand, but about the unique, evolving constellation of connections to other brands, personalities, places online and off, and other cultural touchpoints, that create the fullest, richest context and associations in the audience(s)’s mind when juxtaposed all together.”
Nikita Walia • this is your brand with a universe
What is a brand universe strategy, and how is it different from a brand strategy?
Brand Universe Strategy (n.): A post-modern brand development approach exceeding the confines of traditional product differentiation. It prioritizes a flexible and cohesive brand experience across all customer touchpoints, cultivating an emotional resonance with the... See more
Brand Universe Strategy (n.): A post-modern brand development approach exceeding the confines of traditional product differentiation. It prioritizes a flexible and cohesive brand experience across all customer touchpoints, cultivating an emotional resonance with the... See more
Nikita Walia • this is your brand with a universe
Strategists are trained to spot patterns in the world. The harder task is interrupting the ones running your own life.
Insight is not intervention. You can name a pattern, teach a pattern, even warn yourself about a pattern, and still obey it. The work, I think, is to catch yourself a little earlier - to notice when the body starts to close, when... See more
Insight is not intervention. You can name a pattern, teach a pattern, even warn yourself about a pattern, and still obey it. The work, I think, is to catch yourself a little earlier - to notice when the body starts to close, when... See more
What If You Are the Pattern?
1. Routine
What was happening in your life before the epiphany?
What habits, rhythms, relationships, or assumptions had become normal?
2. Inciting incident
What happened to force the epiphany?
This might have been one dramatic event, a slow build-up, or even something small - a conversation, a video, a sentence that landed at the right time.
3.... See more
What was happening in your life before the epiphany?
What habits, rhythms, relationships, or assumptions had become normal?
2. Inciting incident
What happened to force the epiphany?
This might have been one dramatic event, a slow build-up, or even something small - a conversation, a video, a sentence that landed at the right time.
3.... See more
