Media, and arguably most of culture, is oriented around the new. (Dad-voice: "That's why it's called 'the news!'") The VC dollars swirl like dust devils. Social media platforms rise and fall. Magazines are founded and folded. While I, the wizened crone of the newsletter world, remain happily focused on my next step.

While the most recent chapter of consumer drove us from prioritizing possessions (purchasing physical goods) to emphasizing experiences (spending on events and travel), I believe that the next leg will lead us from emphasizing experiences to treasuring transformation (buying into a better version of ourselves).

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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