#domination / The modern brand OS.

As a strategy, modern brands represent a specific business model. This model unlocks new sources of value at the time of economic involution. Modern brands make their products and services valuable beyond their function and utility; they build an architecture to deliver new value (like subscription or membership); and then find a new way to harness this value and turn it into profit.

This approach sounds very similar to David Hieatt’s strategy for building the Hiut Demum. Very digital-first, but it would seem that it works for more than things made of ones and zeros.

See also: The 4Cs of the Modern Brand, the Global Pandemic Edition

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