Mike Renaud

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural... See more

Who’s going to bother with all the work it takes to make a track successful on streaming services, if you can net more revenue faster through much more pleasant dynamics on your own terms?

“I think that instead of the Brand, we should figure out the Purpose of Airbnb and its community. There clearly is a huge and vital community of Hosts, Guests and Employees. Let’s figure out what role Airbnb plays in their lives and why they are committed to it. If we can do that, then it will be much easier to figure out what Airbnb’s Brand is.... See more

Today’s most vital cultural forms are your identity, personality, and image. And in this new cultural paradigm, the artist’s performance of themself is often more important than the art they make. The persona is the message.