Zoe Scaman on LinkedIn: Is the way we practice brand strategy today fundamentally irrelevant and… | 97 comments
Zoe Scamanlinkedin.com
Zoe Scaman on LinkedIn: Is the way we practice brand strategy today fundamentally irrelevant and… | 97 comments
Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
From Brand Strategy to Brand Anarchy
Scott Belsky Talk at South Park Commons
Often designs from frustration
Right now, greater skill is being brought by compute and developing a democratization of many things (code, design, etc.). Because of this, taste will probably be the most important skill
Taste is derived from culture and overlap of industries
Because of that
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more
Dan Frommer • The Scott Sternberg guide to building emotional brands
