idle gaze 031: selling future aspiration.
Delayed gratification is a feature, not a bug Performance marketing and paid social carpet-bombing, no matter how targeted, do not create a human connection that all durable brands have and that makes them durable in the first place. A quick rush of sales following a paid social campaign or a stunt should not be a sign of positive ROI, but an inver
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
At the moment, 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.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
In earlier years, I think branding was a lot about a recognition and an attachment to a person that you aspired to or held up on a pedestal. So we went through an era where brands focused on an association with a celebrity or an inspirational individual.
Debbie Millman • Brand Thinking and Other Noble Pursuits
If he seemed older than he was, it was because he was letting go of one of the things that defines youth: hope. “The smartest minds of our generation are either buying or selling stocks or predicting if you’ll click on an ad,” he said. “This is the tragedy of our generation.” The effect of the tragedy had been to shrink his ambition. He was thinkin
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