I was thinking about something yesterday, as part of the Make Things People Want beats Make People Want Things talk I’m writing.
Brands are now platforms for belonging, for users to do with as they please.
They are most useful when they are fragmented, open, fluid, reusable in any way the user might wish.
We must fragment and shatter brands even more, make them more useful to users, not constrict and box them in.
We are like Tron: we fight for the user.