For our last SEED of the year, we explore why brands are throwing raves and ask what kind of research can emerge from these spaces of ecstatic participation?
Moncler's "Art of Genius"
We live in a world so saturated with media that we’ve become experts in what I call waste separation. Most of what floods our retinas is excess, and we’ve learned to recognise the signs.
Take email, for instance. I’d estimate that 80-90% of the emails we receive come from brands or companies that are inauthentically trying to cut through the noise. By creating a false sense of belonging and mimicking a personable tone – such as using subject lines and pre-headers like “Hi [First Name], we miss you” or “OMG, have you seen this?” – some brands manage to trick the average person-turned-expert into clicking. As a result, we have all grown a thick skin that cannot easily be permeated.
