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Brands should be all encompassing communities that are integrated in every way - some micro and some macro.  Micro brands will completely satisfy a small group of core members and may have a group of less engaged connections orbiting around the periphery.  

The most polarizing brand names may require you to make a binary yes/no decision. They will create no space for a grey area OR the architecture of the market may create a natural adversary - like Apple vs. Android, Democrats vs. Republicans, or Catholics vs. Protestants.

Consumers may have to pick a side to be apart of the community. The names that reach the highest levels of acclaim speak universal truths that are unbreakable.

Loyalty is a function of brand integrity OR programs that work to decrease costs users of weaker/less-differentiated brands that operate in competitive industries, especially ones where customers main decision is on price.    

A.P.C., On Safari, 2019

A.P.C., On Safari, 2019