Product Consistency May Not Always Be The Goal

A brand is about its humanity. Institutions do indeed think, but they are increasingly understood as dehumanizing. We don’t celebrate the factory the way with did at the height of modernism. There is a return to an almost romanticized understanding of product and producer as part of a shared life. If we don’t celebrate the people who have infused their identities with their output, then we at least envy them. Increasingly, brands need to understand that mass production and no real sense of uniqueness is a thing to be discouraged rather than embraced. This is a beautiful example:

Published by gavinjohnston67

Take an ex-chef who’s now a full-fledge anthropologist and set him free to conduct qualitative research, ethnography, brand positioning, strategy and sociolinguistics studies and you have Gavin. He is committed to understand design and business problems by looking at them through an anthropological lens. He believes deeply in turning research findings into actionable results that provide solid business strategies and design ideas. It's not an insight until you do something with it. With over 18 years of experience in strategy, research, and communications, he has done research worldwide for a diverse set of clients within retail, legal, banking, automotive, telecommunications, health care and consumer products industries.

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