We’re Not The Consumer.

Working in marketing, this caveat is commonly overheard in boardrooms and research facilities. It’s typically attached to a personal critique about a new offering — an easy way to make an offhand remark without assuming accountability. To me, more often than not, it also feels a little patronizing, subtly suggesting that marketers make for more…

More Brands to Watch

By now we all know brand is not a logo (we do, right?), it’s the sum of all experiences. Here, in our second installation of our semi-regular series of brands we're watching, we identify five more cases where that sum amounts to greater than its parts. / Nest – seeding the idea of smart homes…

De-Fictionalized Brands

Imaginary Made Real Rob Walker, the author and former The New York Times Magazine "Consumed" columnist, is one of my favorite brand thinkers. In my opinion, his various works have pushed public discourse on our relationships with brands as far as anyone currently in the industry. Significant Objects, one notable initiative, paired writers with interesting objects…

Brands to Watch

It’s easy to critique brands. From weak storytelling to missed opportunities, when it comes to branding we are all born critics. But what about the brands that are doing it well? The brands that push categories further, that in fact inspire the rest of us toward innovation and reinvention. MISC magazine’s brand team give you…