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Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. by that i mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

-Simon Mainwaring

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Perhaps The Most Effective Way To Describe

Simon Mainwaring

Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. by that i mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

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    <p style="font-size: 1.2rem; font-style: italic; margin-bottom: 10px;">"perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. by that i mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal."</p>
    <footer style="font-size: 1rem; font-weight: bold;">— Simon Mainwaring</footer>
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Topic

Mean Thinking Goal

More From Simon Mainwaring

Between the time i first started working in advertising in 1998 and now, the word brand has replaced identity. we are no longer individuals so much as we are brands. we're individual brands. individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. if we try to produce it by the atomistic approach, we will end up with a sort of identikit brand. it will be a perfect description of the structure of the brand, as the identikit can describe the contours of the face. but it won't be the same thing. the brand will never come to life.

The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. the reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.

There are two brands of discontent: the brand that merely fosters greed and snarling and back-biting, and the brand that inspires greater and greater effort to reach the desired goal. which is your brand?

I see a lot of people dressing very similarly, and i see brands being cool because of their name and because of who wears the brands, but that's always been the case. that's kind of the history of fashion. you know, celebrities wear their clothes and people think these celebrities are cool, and then the clothes become valuable. it gives clothes a commodity factor once a certain individual starts wearing that brand. but do i think there's something wrong? i think what's wrong with the fashion world, particularly men's fashion, is the lack of creativity behind it.

Building a more compassionate society is going to be a bilateral exercise between individuals and the brands that represent their aspirations, their values and their truths. people make brands. if people are compassionate, brands will be compassionate in return.

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