Creative Houston is a 'modern brand'
July 06, 2020
Creative Houston is a venture to support Houston’s creative economy by providing evidence and experiences that help creative professionals in their work and their lives. We publicize information about resources in Houston. We also foster a better understanding of how Houston offers a superior environment for making a living through one’s ideas.
Since I started reading the writings of Ana Andjelic, a marketing consultant and sociologist, I've come to see Creative Houston as a "modern brand." Our goal is to leverage culture, build relationships, and spread awareness of a unique experience. Our customer is someone who has the time and resources to think about improving the quality of life for their community.
The Sociology of Business: The modern brand OS, 2020-Jun-22 by Ana Andjelic
A “modern brand” is simultaneously a concept, a sector, and a business model.
As a concept, modern brands exploit things like culture, taste, creative identity, or one’s social standing. Modern brands gained prominence when the economy shifted from manufacturing to experiences, travel, luxury, and art and design. Modern brands remove nuisances of modern life for a privileged group of people. They invent products, like Thinx or Casper; services, like Uber or DoorDash; or experience like Airbnb or WeWork. They also feature cheeky OOH and social media ads. Modern brands’ hidden function is to create a social and economic distance between the culturally and tech savvy and the rest.
As a sector, modern brands capitalize on the shift from consumers’ accumulation of products to consumers’ desire to demonstrate appreciation for these products....
5 criteria for "modern brands," according to Ana Andjelic
- Awareness over accessibility
- Instead of aggressively pursuing purchasers, modern brands focus on attracting fans who appreciate the brand's cultural contribution and will spread the word.
- Identity over positioning
- Instead of comparing themselves to their competitors, modern brands strive for a unique identity that speaks to sophisticated tastes.
- Creative over commercial operation
- Modern brands do not claim to manufacture a high-quality product, but rather to represent an exceptional product that raises the bar and establishes new experiences.
- Brand is part of the balance sheet
- Modern brands are managed as long-term investments, and all employees are expected to build trust with audience, helping realize a future for the brand.
- Value creation over cost reduction
- Instead of just scaling production to drive down costs, modern brands are constantly adding value, expanding the product line, improving service, and increasing the interaction between employees, customers, and fans.