Naked Brands

• [https://www.perell.com.blog.naked-brands](source: naked brands — david perell)

• #celebrity #brands people.david_perell p.marketing.digital_marketing

  McLuhan observed how communications technologies determine the structure of society. The printing press took society from an oral culture to one of print and literacy. Movable type allowed humans to accurately reproduce texts at great speed. This created a more visual world. The printing press — and the shift in media consumption that it catalyzed — was responsible in no small part for social shifts such as the emergence of nationalism, the homogenization of society, and the standardization of culture. As McLuhan observed, we do not merely use technology — it reinvents us.

1. Agricultural branding -> we brand to denote our property.
2. Early-industrial branding -> brands are used for customer loyalty - they can denote location, quality, process - they can't be copied (trademark laws began in America in 1870)
3. Late-industrial age - national/international brands - brand not the product is more important in determining customer buying decisions - TV intensified the cross-cultural pollination - used media to influence culture.
4. Today - loyal brands built around transparency - successful are perceived as genuine and sincere. People care more about reviews and transparency rather than jingles and brand recognition. Different type of engagement - more performative (think pilgrimage) than consumptive.

Case Study: Casey Neistat and Emily Weiss

• Built a fan base before talking about product
• More like a friend sharing photos than a brand
• Uses platform to rally support around business initiatives
• Trusted confident
• Get customer involvement and investment in the story of the brand/company/product