worldbuilding
WeTransfer is a breakthrough brand because it has ignored conventional brand thinking. It operated for years without a “brand book” and instead thought of itself as an artist and expressed itself accordingly. WeTransfer has interests, friends, hobbies, things that it’s inspired by, and those things have changed over time. Like a person, your tastes... See more
Michael Fitzsimmons • How do you build a brand people love?
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
the most famous brands on social are famous even off social. offline impacts online.
Summer 24 fanzine
bottegaveneta.com
Digital gardens have largely been understood as websites that allow users to explore and publish thoughts in more fluid and unpolished ways. The term “digital garden” is not new. It’s been shaped by almost two decades of pondering, from early tinkerings in Mark Bernstein’s 1998 essay “Hypertext Gardens” to Mike Caulfield’s 2015 talk “The Garden and... See more
Annika Hansteen-Izora • On Digital Gardens: Tending to Our Collective Multiplicity
Canva
canva.com
... See moreConsumers are now increasingly segmented into semi-private digital spaces, whether unintentionally (via an algorithmic bubble) or intentionally (i.e., Discord, close friends stories, BeReal, etc.)
As a result, some brands are engaging with wildly varied audiences and subcultures to create mixtures of interests, values and identities that are totally
... See moreEverybody 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
Brand marketing requires a new operating system today:
From fixed to fluid
From singular to multifaceted
From didactic to dialogic