Brands are more culture than commerce
In their deepest expressive powers brands are more culture than commerce. They can transcend stylized sales stimulants and mundane markets to become tools for inventing—and living—richer lives. As agents of culture brands enable people to be more, and to do more. Brands can create new ways for people to grow: through their passion or art, or by discovering new aspects of themselves.
Brands are a culture proposition
Brands are a culture proposition, extending far beyond a narrow value proposition. Brands at their best are contributions to culture. They pack more context into life. Brands aim to make life more fulfilling, and more interesting, as part of who and what they are.
An exceptional brand may be a platform for culture
An exceptional brand may be a platform for culture. Begin with the iPhone brand. Imagine a new cultural context. Start small. Iterate. Advance to the Stanford Mobile Phone Orchestra.
For more details, read the fascinating story in the New York Times.
