When building a brand, you can’t be overly referential

I most often see this happen through a brand’s social account. I get it. It’s easy to join in on the latest popular meme that’s going around and slap copy related to your brand/products. The problem with this is it builds poor brand-building habits. Your customers will not be able to recall your brand/product because they are busy recalling the original content (the original IP). The challenge you should choose to accept is, ‘How can I leverage this cultural moment but make it my own?’ The ones who do this will build a stronger brand.

Example A: Reformation — A warm-up into hacking culture/other IP and making it your own, simply recreating it with your brand/products.

Example B Jacquemus — A master in leveraging location IP and infusing his brand through production design.

Happy brand building,