I promised (myself) five posts, and I will deliver them! Finally back with Strategy Sandwich. This time, I’m sharing 5 things I loved: from brand as vibe to Tyler, the Creator’s new album.
- Post vibe brands Brand as person → Brand as story → Brand as pattern (iterative repetition that can be taken up by consumers) → Brand as interface with economy → Brand as world (more digital and immersive) → Brand as vibe → What’s next and how can you build a successful brand for this?
- Lasting petals of Palestine An immersive website visualizing lives lost in genocide. It's good to see how the message is landed without relying on graphic visuals, which can be difficult for people to process now, a year (no, 76) into the genocide.
- On the Zeigarnik effect Why incomplete ads outperform complete ads. See: Tesco.
- Compound creativity Consistent brands are proven more effective than inconsistent brands in terms of advertising spend and business effects. Duh. Good arguments here for those who think otherwise.
- Tyler, the Creator’s Chromakopia Love albums that tell a multi-part story that makes you feel something - I miss this a lot in the age of TikTok hits. This album samples Zambian music and Tyler's mother’s voice, references his mother’s desire for a grandchild and his own fears of aging, and feels really dark. It’s like a personal scrapbook in audio form.
Photo credit: The Simpsons, 2018
