Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.
Lore Oxford is a cultural theorist and strategist. She's also the author of Substack column 'Why tho?', where she writes about internet culture and the adoption of Web3.
As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. But do we really want brands to abandon unobtainable glamour for more humble, emotive and ‘real’ visual tropes?
Contemporary consumers increasingly distrust huge 'faceless' companies. Enter the 'challenger brand': a Robin Hood figure who may not offer the biggest or best, but takes care of their customers and thinks outside the box.
Has social media killed the art of conversation for teens? Not according to author, social media expert and youth researcher danah boyd - who says it's "nothing more than a release valve to changes that have happened in the real world." We caught up with her to learn more.
More and more retailers are embracing social media, but there is still uncertainty about the best way to use it. Given this, should social media marketing be viewed as an opportunity, a necessity, or is it all just keeping up with the Joneses?