Episode 1: Brand architects in a world of leased attention
Have been thinking about starting a ‘design thinking’ YouTube for sometime and today I bit the bullet and made my first one.
Introducing PART-TIME CREATIVE DIRECTOR with my first episode ‘Brand architects in a world of leased attention’
Episode 1 transcript
So... when we talk about brands… We're really talking about... architecture. Not in the traditional sense, but in the way that brands construct spaces. Spaces of meaning. Of identity.
There was a time... and this is important... when brands were the architects. They built these... let's call them 'cultural structures.' And consumers? They were invited to explore these structures. To inhabit them.
It's like... imagine you're walking through a city. Each brand is a building. Distinct. Purposeful. And you, as a consumer, you're choosing which buildings to enter. Which spaces resonate with you.
In this era, technology... it wasn't a constraint. It was a tool. Like... advanced building materials. It allowed brands to construct even more intricate, more immersive spaces. There was freedom in this construction. Freedom from the pressures of... algorithms. Platform restrictions. Brands could build true to their core blueprints.
But now? We're seeing a shift. A fundamental change in this architectural relationship. Brands are no longer the architects. They've become... tenants. Trying to fit into spaces that already exist. Spaces owned and controlled by social media platforms.
This shift... it's problematic. Because when you're a tenant, you're subject to the landlord's rules. The algorithms. The trends. You're constantly renovating your space to fit what's popular, not what's true to your foundation.
And that's where we lose something crucial. The authenticity. The purpose-driven design that made these brand spaces compelling in the first place.
Consider this... a brand that was built on minimalism. Clean lines. Purposeful design. Suddenly, they're in this space... let's say TikTok... where the architecture demands flash. Noise. Constant movement. They might gain visibility, but at what cost?
This isn't just about one platform. It's systemic. Instagram, Facebook... they're all creating these... predetermined spaces. And brands are trying to fit into them. It's like... trying to fit a round peg in a square hole. You can do it, but you lose the integrity of the original design.
But here's the real issue... these platforms? They're rented spaces. Brands are investing... pouring resources... into building on land they don't own. It's precarious. Because the landlord... the platform... can change the rules overnight. Alter the landscape. And suddenly, your carefully constructed space doesn't fit anymore.
In these rented spaces, brands are at the mercy of... invisible forces. Algorithms. They're paying rent, and then paying again just to be seen. It fractures the conversation. The connection. Between brand and consumer.
So the question becomes... how do we reclaim that role of the architect? How do we build spaces that are true to the brand's identity, while still engaging with consumers in this new landscape?
It's about... reimagining the relationship between brand and consumer. Not as landlord and tenant, but as co-creators of cultural spaces. Spaces that are owned, not rented. Authentic, not algorithmic.
This is where we need to focus. On creating... let's call them 'brand ecosystems.' Spaces where brands can be unapologetically themselves. Where they invite consumers in, rather than trying to squeeze into consumer spaces.
Imagine... a brand as a city. Not just a building, but an entire urban landscape. With different districts, each serving a purpose. Some areas for the casual visitors. Others for the dedicated residents. Each interaction, each touchpoint... it's not just a transaction. It's an experience that reinforces the brand's core identity.
This approach... it transforms engagement. Instead of shouting to be heard in a crowded town square... you're inviting people into your city. Letting them explore at their own pace. Discover hidden gems. Become part of the community.
It's a fundamental shift. From renting attention to owning connection. From adapting to algorithms to setting the agenda. It makes brands resilient. Immune to the whims of platform changes.
This isn't just a new marketing strategy. It's a new philosophy of brand-consumer relationships. It's about creating worlds that consumers want to be part of. Experiences that resonate on a deeper level.
The future of branding... it's not about chasing trends on rented platforms. It's about being the architect of your own space. Your own world. Consistently. Authentically. In spaces you control.
So the question for brands becomes... are you ready to stop being a tenant? To reclaim your role as an architect? To build a world that's truly yours?
This is the new frontier of brand architecture. And it's where we need to focus our efforts. To build not just for today, but for a future where authenticity... purpose... and ownership are the foundations of lasting brand-consumer relationships.