Your brand is everyone’s

In an open-source world, we continue to rely on overcomplicated techniques to market our brands. Maybe it's a fear of losing control, a lack of audience understanding, or misaligned marketing goals. The reality is, your brand isn’t just yours; it’s everyone’s. And this should be considered standard practice for marketers today. 

Just look back at history to understand this. In 1919, French painter Marcel Duchamp drew a goatee on a print of the infamous Mona Lisa, setting a new precedent in the art and design world with the idea that the world is our canvas. In 2012, fashion designer and entrepreneur Virgil Abloh took Polo Ralph Lauren deadstock and screen printed the word "Pyrex" and the number 23, an experiment that elevated streetwear from everyday to luxury. Both of these artists started conversations and exposed underlying truths about how to tap into the pulse of culture. It’s not just about the content you create, but rather the conversation you start. They saw the world as an invitation to create conversation.

How brands employ their ambassadors from across the globe is where you see modern companies rise and fall. Inspiring and leveraging your community is the new foundation of a modern brand platform. Brands that fail to embrace this become antiquated, while brands that make space and share their assets for culture to build from, stand out. So how do we invite brand-building conversations?

• Own it: Stand for something and show it by being it. Without purpose and authentic conviction, your brand will feel hollow, making it a business imperative. And remember, it's always a two way conversation. Never stop listening to what's on the mind of your consumer, as they are increasingly aligning their purchases with their personal values (one study by IBM in 2022 revealed 45% of consumers prioritize value-aligning brands with 73% willing to pay more!) 
• Harnessing emotional energy: Be intentional about how you make people feel. Identify the emotional journey you want to create for your audience, one that you have a right to facilitate, and weave it into every interaction. Allow storytelling to amplify relatability. There are two really beautiful examples of this. First is Aimé Leon Dore, a luxury brand that took luxury off of the red carpet and showcased its timelessness in the real world… in the mess, the sweat, and the utility of life. Because belonging isn’t about walking a runway, it's about walking through life confidently. The second isn’t a brand but a simple illustration that is potentially easily relatable. Julia Louis-Dreyfus’ character on Seinfeld, Elaine Benes. Elaine was tasked with bringing emotion to every Peterman product description. Peterman understood that people weren’t just buying his product but rather a story of adventure and resilience that turned his products into artifacts in peoples closets, not just clothes you wear.
• Choosing chaos intentionally: Embrace the unpredictable nature of cultural conversations and let your brand evolve with them. But be choiceful about when and how you respond. This is where your authentic conviction really helps. Your community should be able to shape your message in unexpected ways to co-create something both true and unique. 

So, what conversation are you starting?

By Chief Creative Officer Steve Denekas and VP, Data and Technology B Lalanne.