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The thing that #Framework doesn't seem to get is that they are a premium brand, and every premium brand is an identity brand.

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  • The thing that doesn't seem to get is that they are a premium brand, and every premium brand is an identity brand. Identity brands don't work because they're cheaper, or better. They don't generally follow market rules. The work because people want to be associated with the values that the brand is associated with.

    Apple really pioneered this, making people think of them as the company for creative artist. They were able to sell hardware with absurd markups because they weren't selling hardware, they were selling an identity.

    Now, the thing is that all identities are political. If you have an identity brand, you have a political brand. You can't really dodge that.

  • Simone Martelli 🏴‍☠️undefined Simone Martelli 🏴‍☠️ shared this topic on

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