Patchwork branding and the necessary death of singularity: How brands are built in the digital age

Adil Ismeer
Iris Worldwide

The Admap Prize 2014

This essay was Commended by The Admap Prize 2014 judges.
For more information visit the Prize page.

The idea that your brand must stand for one thing is dead. Success in a digital world requires singularity to be ditched in favour of a patchwork of multiple experiences and ideas.

Abrand is a single notion or idea that exists in the minds of our consumers. This used to be true. Everything that has ever been theorised about brands has always pointed towards singularity – a brand purpose, a brand mission, a brand identity, a brand essence, a unique selling point, etc. And this makes sense – singular ideas, concepts and notions are easy to handle. They are simple to understand and can rally people behind them. They provide a guiding light to those without direction.