Marketing & Strategy

Additionally, in a creative universe, the entire brand toolkit comes together: archives, hero products, content, capsules, collaborations, product reboots and sequels, branded experiences and experiential retail, merch, styling and events. Each of these creative executions amplifies and augments one another, and synchronized, they together create an recognizable cultural frequency.

When telling stories, brands aim for the mass audience. In their narrative strategy, they also consider mostly what they want to say and how. Motivations and goals of the audience (what the audience wants to get out of the story) are often hidden behind its demographics.  Audience motivations and goals are critical when defining a story’s unique selling proposition. Seemingly homogenous audience often has different goals when engaging with content, and often different motivations for doing so (some are looking to learn, others to be entertained, yet others to have material that powers their social connection with others).

If you want to build a ship, don't drum up the people to gather wood, divide the work, and give orders.  Instead, teach them to yearn for the vast and endless sea.

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Knowing how to influence consumers through trends, images, narratives, texts, icons and cultural products (and not through advertising) is a matter of strategy. Consumers never make decisions in isolation from each other, their social media accounts, streets they walk in, content they watch/listen/read, and images, products, and people they are surrounded by. Their aspirations, perceptions, value calculus, and how desirable they deem something is a matter of a zeitgeist more than personal choice.