Myth making and wonder - the new brand experience

To contend with our ever-slimming attention spans, even advertisements are concocting persistent storylines with fictional characters and backstories to compel consumers into caring. Jake from State Farm has a mini-series on TikTok, where he performs “good neighbor deeds.” If a story becomes exhausted, a franchise can simply explore more of its set... See more

Whereas right now, when you go now to a store, there seems to be a lot of emphasis on branding that tells authentic stories in order to . . . Sell more stuff? Yes, to sell more stuff, but I’m not cynical about that. It’s really an attempt to figure out how to make connections through the objects that people are buying. This is why it can actually w

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Successful Brand Universes are those that when come in contact with, we as consumers instantly react, “Wow, thats SO [insert brand here].”

This video declares that the age of brands as stories has ended. There are no more ninety second spots that tell a tale, he argues, now there’s only vibe, something more like sentiment or affect – what's picked up in a crowded feed, two or three seconds between footage of catastrophic climate change and a monkey who’s learned to do makeup tutorials... See more