Brand Bible

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BRAND BIBLE132

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 has

progressed at blinding speeds in recent years—

the cellular phone has become the smart phone,

and the desktop became the laptop became

the tablet capable of connecting us anywhere,

anytime—and it’s only getting faster. In an era

where the instant and open sharing of informa-

tion is commonplace for almost everyone in the

world—on platforms ranging from cell phones

to Facebook, Posterous, Tumblr, and Twitter—

brands are contending with new challenges. The

modern brand is not simply a logo, a product, or a

promise, but the collective whole of the percep-

tions, emotions, and projections that people place

upon these elements, and the organization from

which they originate.

Until recently, the major outlets of communica-

tion have been controlled and operated by brands.

This means that brands were able to (mostly)

control the messaging relating to their oerings,

as the available media channels typically provided

a one-sided monologue: Brands had the lead-

ing roles, with consumers in the audience. The

mass adoption of the Internet in the late 1990s

and of mobile technology in the early twenty-rst

century, however, has enabled consumers to not

only co-opt, but also masterfully subvert the very

channels at the heart of brands’ successes for more

than 100 years.

BRANDApTATIoN

IN ThE

TwENTy-fIRST

cENTURy

and

10

Times Square,

New York City

A Warhol-like rendering

of Lady Gaga

Photo: Helga Esteb/Shutterstock.com

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Photo: Helga Esteb/Shutterstock.com

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Copyright © Shepard Fairey

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