Do We Need Another Brand?

Do We Need Another Brand?

There was that somewhat recent bit of news about the Instagram influencer who couldn’t convince 36 of her 2 million followers to buy a shirt from her new fashion line. 

There are a lot of ways to dissect the story, I’m sure I will revisit it again a few times over. It’s easy to laugh at: this idea of influence in our modern times.

We live in strange times where we are all a degree of a brand. With a login and a screen name, we go beyond just being ourselves. Everything we choose to post and engage with becomes something of a brand.

My question for the morning: do we need another brand? Of the millions out there, what is one more? Does the world need another option of a t-shirt to buy or yogurt to go crazy over? 

The answer is equal parts “not really” and “of course it does.” 

There is the capitalist mindset - more options present more competition, and competition drives innovation and quality (sometimes up, other times down, usually landing in an acceptable “middle”). 

A logo and a design are not a brand - but they can be components of a brand.

Does the world need another brand? Yes, if it’s the right one. When there are so many thoughts and ideas floating around the collective unconscious, we often need a brand to pull together the right ones, make it material, and give us an opportunity to act on them. 

When done right, it is an opportunity to find everyone else who struggles with the same thoughts and ideas. It’s the moment when we say “where has this been all of my life?”


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