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

This essay argues that in the digital world brands must stand for a patchwork of multiple experiences and ideas.

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

Adil IsmeerIris 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...

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