11/09/2015
Terrific article on branding.
http://www.fastcompany.com/3052423/the-fast-company-innovation-festival/the-way-we-experience-art-is-changing-and-brands-can-ca
"The only way to stand out in today’s world in a powerful way is to build your story or idea and build it around an existing cultural tension or situation," he says. "It’s not about hiding within a conversation. It’s about building ideas that are going to either create or benefit from a cultural conversation that’s going on."