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.