the future of brands
what role will brands play in our lives in the future?
the future of brands
The companies thinking furthest ahead are already prototyping for this world:
- Commerce will be conversational, not navigational.
- Brand interactions will be proactive, not reactive.
- The frontline of loyalty will be invisible.
In the ambient future, brands will compete not for screen real estate, but for mental bandwidth and emotional resonance.
Zoe Scaman • Field Notes From the Edge
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
There’s something deeply Margiela about this move. A house long obsessed with absence, authorship, and the politics of visibility now turns transparency into a medium. Not transparency as marketing — but transparency as method. As refusal of the polished lie.
MaisonMargiela/folders doesn’t ask us to consume. It asks us to look closer. To read. To... See more
MaisonMargiela/folders doesn’t ask us to consume. It asks us to look closer. To read. To... See more
Maison Margiela Opens the Folders — and It Changes How We Look at Fashion
transparency as method, not marketing
Ordinary life has come to give us a narrow set of permissions, usually limited to work and consumption. But potency lives in the delta between what’s normally allowed and what suddenly becomes possible in a special space.
We’re Desperate For Potency
Because an ideology doesn't just guide content. It guides everything. Who you hire. Where you show up. Who you partner with. What you say no to. How an employee handles a customer complaint without consulting a manual. Which product extensions make sense and which ones would quietly erode what you stand for. It is, if you get it right, something... See more
When Everyone Can Create Anything, What Decides What Gets Created?
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... See more
Elise Granata • What We Lose When Optimizing Community
