THE CHANGING PATTERN OF BRAND GROWTH

Summary from the TLDR Design newsletter

Modern brands like Uniqlo, Stanley, Human Made, and OpenAI are growing through product-led experiences rather than traditional emotional storytelling. This pattern contradicts conventional brand-building wisdom that prioritizes awareness campaigns and the marketing funnel. An upcoming book, "Brand Shift," explores this paradigm change through key shifts in how brands accumulate trust, tracing how technology has transformed the relationship between people and brands from passive consumption to active connection.