THE
NEW
COMBINATION
Creative (and holistic) Brand Direction
Over the past decade I've used my curatorial power and creativity to build brand universes; universes that are connected with others, with people, projects, products, all intertwined and built in a way that empowers and strengthens culture as a whole.
With the rise of performance marketing and the measurable everything, people are realizing more and more that we're missing out on authenticity. Everything is becoming the same because data tells us to fine-tune it down to the last detail, so it's just like that other successful brand or product. I believe we need to do things differently. Use the data to improve the authentic and tangible brand connections.
A brand today should not only focus on the metrics, on performance marketing, but go deep on the emotional connection the consumer creates to a brand. Doing this by adding authentic and real stories to a brand, complex layers of culture embedded in art and luxury lifestyle. It is the only way to stand out in an increasingly saturated media world. Collaboration is at the core of this.
I'm a big advocate of so-called 'special projects'. Projects initiated by the brand to enrich its culture, widen its scope, grow its fanbase. But most important, projects that are not within the expected realm of the brand's/product's universe. It can be strange, weird and complex. This makes a brand interesting. It's building wonder in a brand's universe. Creating moments where the consumer can feel that wonder and truly connect with the brand or product. This is not about creating the new hype, the new next big thing, but creating a quiet and holistic brand that is multifaceted and interesting in all its diversity. That sparks the imagination.
I see a brand as an ecosystem, a universe. It has become extremely important that all parts of the ecosystem are aligned and in balance with each other. Creating a 21st century brand is creating a universe of its own, with clearly visible roads to other universes (collaborations).
Putting collaboration at the core of a brand to create and connect different worlds around it, and by this connect more people in an emotional and positive manner to the brand. Creating emotional connections with consumers to build a community around it. Let it grow organically. It's really about creating a long-term brand strategy that resonates with multi-level consumers, moving away from the 'consumer' narrative and creating micro collaborations with that consumer, turning it into something much more: Culture and Community.
Building communities is becoming more and more important, linking customers to your brand in an authentic and real way, giving them special experiences, limited releases, early access, etc. Creating a community rather than catering to a target group. Create a more welcoming and friendlier brand experience by infusing a personal connection into product and service.
I believe building a brand is something very perpetual. It's slow. You can't hurry culture, you can't fake it. Building a brand takes time, making sure all the details are in place, are adding to that bigger picture, adding to the universe you are building. Creating the new combination. With - most important - your North Star always in sight.
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