[Visions] Episode 3: Romanticism

Live from the Visions Summit in West Palm Beach, FL, the conversation in this episode is around what we call Brand Romanticism. We’ve seen such an amazing proliferation of brand. There's more choice than ever before. Some say that brands are our canvas and the products are these new pieces of art that are being brought to the world. Are brands artists and our products their canvas?Show NotesAre some brands fooling themselves thinking of their role as one of art when really their product is more about commodity and their role is really about commerce?Have we romanticized brands more than what is due to it? “Brands have an opportunity to support art and not delude themselves into thinking that they are the creators of product.” - Grace Clarke“Consumers are going to know if you're dressing up something that's basic and adding a couple of zeros to it because you've romanticized it by using some kind of art style to style it. But at the same time, I think it's important that brands understand where there might be adjacencies to their product.” - Miya Knights“You can make an argument that the brand is not art, but the brand is an excellent curator of the culture that it is participating in. Are you co-opting something that exists in culture for marketing purposes or for promotional purposes? Or are you a participant?” - Michael Miraflor“It seems like everyone who talks passionately about what they're working on automatically goes from 0 to 100 talking about getting venture-backed and shooting for a big exit, which is totally fine. I mean, that would be an amazing outcome. But I would love to see the story of more founders working hard on their projects regardless of that outcome.” - Michael Miraflor“Art is something that I would rather companies, specifically founders who are perhaps at an earlier stage and they're still understanding who their customer is and how their brand can grow, maybe borrow the principles of what it is to be an artist rather than trying to see yourself as one.” - Grace Clarke“Artists have to be true to themselves. A brand has to be true to its customers.” - Miya Knights“We affix ourselves to certain products or brands because it helps us understand who we are, and it also helps us relate to other people in our own niche. It gives us this shorthand in this other language. We can find each other quickly. We can converse on Twitter with this other language. So that belonging is a huge part of brand identity for me. That romanticism of art and gathering is really about social sharing.” - Grace Clarke“There are so many dynamics emerging that probably drag brands towards feeling that they should be more like art. But I think they have to be really clear on their purpose as a merchant and whether or not they have an artisanship or an artisanal story to tell.” - Miya KnightsGuestsMiya Knights, author and retail analystMichael Miraflor, Chief Brand OfficerGrace Clarke, brand and omnichannel strategistAssociated Links:The Visions Report is a 100-page report with deep insights, created by Future Commerce.Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.