One of the objectives of branding in postmodernism is essentially getting through to individuals or groups to join your utopia! Is about certainty of one’s world view and the paradox of interpretations that validates the brand’s mindset such as courage, being active, cultured, cosmopolitan, daring,… . Basically, creating an echo chamber of motives and behaviours that embraces the attitudes of individuals and ensues support.
Nike embodies the major characteristics of postmodern branding by juxtaposing essential and ephemeral social experiences throughout their branding efforts. From their logo depicting motion and speed to their inspiring lifestyle, Nike explores the complexity and real challenges of our world at the same time the real basis of motivation, passion and empowerment. Their diverse and connecting social media posts champion creation of tribes that identify with it’s way of life and play an instrumental role to promote the brand. Their stories tap into the essential feelings, the interplay of oppositions and realities that propel us to be a role model, to have that “can do attitude” regardless of the gender, giving hope and saving a child “from the streets to the league”.
The postmodern culture of connecting with your tribe in personal branding is also setting side by side different aspects of our self-image and opposing views. Fragmenting our narratives, documenting extremely realistic images, sharing contents that supports the complexity of ourselves is appreciated by many. Transforming our opinions and beliefs offline and online, into what we consume, wear or undertake should be acknowledgement of contradictions that makes us human.
Forming a loyal postmodern tribe or a community demands the understanding that diversity, differences and similarities are in state of flow. For that reason, plug in to identify trends and shifts from passing ideas, harness your capabilities to help others, tune in to your supporters to help you grow, take risks to make an impact and be conscious of the fluidity of ideas and our ways of life.
Featured image is work of art by : JR – The artist exhibits freely in the streets of the world, catching the attention of people who are not typical museum visitors. As he remains anonymous and doesn’t explain his huge full-frame portraits of people making faces, JR leaves the space empty for an encounter between the subject/protagonist and the passer-by/interpreter. That is what JR’s work is about, raising questions…
Imagine the beauty & the emotional connection to your fine jewellery is supported by conflict-free, fair labour and authenticity. Imagine that, one day, with a click on your cell-phone you can trace from it’s inception to production, the history or the past ownerships. One of the biggest challenges of fine jewellery specifically the diamond industry is the convincing fakes, the swags and the misleading claims.
Resolving these issues requires integration of innovative solutions into the trade such as Blockchain Technology. The transparency and the verification systems provided by this technology, corroborate trust and significantly reduce frauds whether in insurance realm or counterfeits. By creating immutable records to track and protect the valuable goods through Blockchain Technology, manufacturers and brands set the seal on the authenticity & ethical trade. Ultimately creating a progressive world where everyone is a winner.
The disruptive technology promotes socially fair transactions, prevents compromising reputation, and establishes personal connections between the customer and the brand. The industry is warming up, leveraging Blockchain Technology to generate value for it’s customers and reduce costs. One of the technology companies, offering solutions underpinned with Blockchain Technology for diamond industry is Everledger. A global start-up creating thumbprints across the supply chain pipeline to protect the ownership, authenticity, reputations and the challenges that bear a heavy cost not only for the owners, insurers, but to all parties involved.
Industry leaders such as Debeers are also investing in new platforms supported by Blockchain Technology to create highly secure database to record the activities throughout the supply chain while making sure that the sensitive data will remain between parties involved in the transaction. Thanks to Blockchain Technology, the ownership joy of DeBeers refined collections is largely expanded.