strategy scrapbook
hyperspecific consumer profiling
A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times,... See more
Brian Collins • 101 Design Rules
They understand that modern brands are no longer built through controlled messages but through curated chaos – and they know how to make that chaos work in their favour.
Zoe Scaman • The Synthesised Strategist
A brand is a collection of perceptions. Marketing activates the perceptions