In its role as a strategic approach, it avoids rigid and outdated frameworks, instead evolving in real-time with shifting trends and perceptions. The Brand Universe demands that the internal workings of a brand, or creative project, exist in perfect harmony with the outward facing image of the business. The end result here is authenticity, and perh... See more

I have occasionally been asked why I’m obsessed with brands. The answer is that brands are things made out of belief. They are amorphous *meanings* that structure our relationships; they are already the same sort of thing that a religion or a culture is. With the cultural production service economy, and now with cryptocurrencies, all of the ingredi... See more

A shopper doesn’t go to Nike just because they want good running shoes; Nike casts an aura of youth and energy over everything it produces, whether sneakers or brightly screen-printed T-shirts. Zara makes dresses, among many other clothing items, and through them projects a sense of cutting-edge style without the cost of traditional luxury brands.

... See more