Saved by Keely Adler and
this is your brand with a universe
Brands are forced to continually spend resources on new content to make sure that the promoting pressures are relevant given changes in population and identity.
Matt Wallaert • Start at the End: How to Build Products That Create Change
Brand Universes encourage the contribution of consumers partaking in the telling of the brand’s next chapter. Unlike traditional brand building, a Brand Universe doesn’t dictate. While a Brand Universe can’t be strictly controlled by the brand itself, it can manage how it shows up, and monitor how it’s perceived by its audience in real time. Consum... See more
Christopher Morency • What Even Is a Brand Universe?
I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.
Dan Frommer • The Scott Sternberg guide to building emotional brands
And so, a good starting point for any brand to think like a curator is to create your own aesthetic world instead of simply relying on your product’s aesthetic or your visual handwriting. A brand’s aesthetic world is infinite: it extends to a pair of sneakers, a piece of furniture, a playlist, and even collaborations.