Future Commerce · with Miya Knights, Michael Miraflor, Grace Clarke · July 22, 2022 · 49 min
Summary
This episode challenges ecommerce brands to critically assess their 'brand romanticism.' It dissects whether brands are truly artistic innovators or merely curating culture for commercial gain. Operators will learn to distinguish authentic brand purpose from superficial aesthetic plays, focusing on how to build genuine connection and avoid the pitfalls of commodifying art.
Key takeaways
Brands should act as art patrons and curators of culture, rather than deluding themselves into believing they are artists or creators of product.
Authenticity is paramount: consumers will detect if a brand is merely 'dressing up' a basic product with artistic styling to justify higher prices.
Deeply integrate purpose and artistic thinking into the entire brand experience, from product development to marketing, ensuring consistency and coherence.
Understand that brand identity can foster belonging and provide a 'shorthand' for customers to connect with each other and the brand.
Focus on borrowing principles of artistry, such as being true to oneself (for artists) or true to customers (for brands), rather than trying to be an artist.
Live from the Visions Summit in West Palm Beach, FL, the conversation in this episode is around what we call Brand Romanticism. We’ve seen such an amazing proliferation of brand. There's more choice than ever before. Some say that brands are our canvas and the products are these new pieces of art that are being brought to the world. Are brands artists and our products their canvas?
Brands should act as art patrons and curators of culture, rather than deluding themselves into believing they are artists or creators of product.
What does this episode say about dtc strategy?
Authenticity is paramount: consumers will detect if a brand is merely 'dressing up' a basic product with artistic styling to justify higher prices.
What does this episode say about retail & omnichannel?
Deeply integrate purpose and artistic thinking into the entire brand experience, from product development to marketing, ensuring consistency and coherence.
What does this episode say about brand & content?
Understand that brand identity can foster belonging and provide a 'shorthand' for customers to connect with each other and the brand.
What does this episode say about brand & content?
Focus on borrowing principles of artistry, such as being true to oneself (for artists) or true to customers (for brands), rather than trying to be an artist.
