the future of brands
what role will brands play in our lives in the future?
the future of brands
In CAPS LOCK , Ruben Pater traces the evolution of branding from livestock to slavery to mass-produced goods. Today it has obviously gone lightyears further, grooming every part of an experience that may not even be associated with a product you can hold in your hands. He writes: “Even a well-designed brand for a museum still uses the same logic of... See more
Elise Granata • What We Lose When Optimizing Community
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Good branding signals other things related to class and positionality – if an experience looks good, it’s because it was crafted at some point by a designer and a creative director who had the time, skills, and zeitgeist awareness to know what looks good (one of the founders of the swim club mentioned above is a graphic designer by trade, as an exa... See more
Elise Granata • What We Lose When Optimizing Community
Agalia Tan added 1d
rather than observing and following online trends, brands are fully capable of creating their own, treating social media culture as its peer and equal, rather than a source of culture-mining. What it achieves is a kind of dignity that is hard to come by in the current climate of incessant algorithm-stroking. It reads as effortless, not desperate. (... See more
MØRNING • Q̾u̾i̾c̾k̾ ̾F̾i̾r̾e̾: How to be chronically online, while being offline
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the most famous brands on social are famous even off social. offline impacts online.
Media companies will increasingly have to choose what to own and what to co-pilot. Not every new venture needs to exist as an O&O product, nor does it have to exist within a centralized environment. Licensing out characters to various retailers, or allowing small merchants to use beloved characters in their own designs sought out by different c... See more
How Nintendo Music Potentially Outlines the Future of Media
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Interactions with brands are becoming just like interactions with other users. This is an example of dark social for brands, and how brands are humanising themselves / reaching out to their fans and establishing brand affinity.
A move from public broadcasting to private sharing
it’s just getting harder for brands, particularly new brands, to achieve and sustain that kind of fame because there are fewer opportunities for them to send messages that everyone sees, due to the way media has shattered into a million tiny pieces. Thus common knowledge is rarer, more valuable and more expensive than ever. The price of Super Bowl ... See more
The Ruffian, Special Edition: Book Club
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fragmenting of social means common knowledge isn’t THAT common anymore
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Cult Brand Behavior, Alex Tran
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Everybody should be thinking of their brand as a character. It loosens what you can do and are allowed to do. Our competition is not other brands in the category, we don't give a shit about what others in the category are doing. The competition is the other things that are in your feed; that really funny comedian, that meme account, your best frien... See more
Zoe Scaman • Zoe Scaman on LinkedIn: Is the way we practice brand strategy today fundamentally irrelevant and… | 97 comments
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john v willshire • The Dialogic Brand
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