Unlearn branding and learn from the machines

Looks at some of the forces that are affecting the way brands have been traditionally designed and built.

Brand assets in a hybrid world

This article is part of a series of articles from the WARC Guide to brand assets in a hybrid world. Read more

Creating new brands can be a profoundly enlightening experience. The process forces us to adapt to the now, in especially volatile environments. It’s a far more revealing process than established brands playing in new spaces but harvesting their legacy roots: Nike acquires RTKFT to manufacture virtual trainers, and Coca-Cola can sell NFTs. But these work as part of the hype cycle, based on already being...

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