Technology allows for such an expedited communication of subculture that it has become fairly easy for people to dig far beneath the surface, as well as individuate themselves from mass culture on a much broader level. Consumers are, therefore, way more savvy about design and beyond, which is an exciting milieu to work within!

Mash culture, youth not watching TV, cell phone culture, etc, etc. How does a brand create relevant emotional connection (and just plain old awareness) in this changing landscape?

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