I’ve been thinking a lot about the idea of brands as complex adaptive systems.
McCracken’s idea of ‘Culturematics’ works to a similar logic, turning the brand from something that is fixed to something that is adaptive, better representing the process of the creation and decay of memories that it is in reality.
Agencies are beginning to doubt the efficacy of firing yet another ad into the world, especially one directed at a consumer target on behalf of big, immobile brand. Everyone, the marketer and the consumer, now finds this a little tedious. What we all want is a more genuine creativity. We want brands that are works in progress, engagements in and of the world.
Brands need to be about becoming, not about being. They need to be great, sprawling experiments, driving half forms at full speed. “Keep it simple” branding is dead. Brands made up of Culturematics—brands that are Culturematics—what a glorious thing this would be! The brand would become a space station, launching and landing probes in constant succession.