Anarchist brand modelling: a manifesto for participative community branding. Andrew Cohen & Jan Převrátil, Los Angeles & Bratislava, 2023.
_ This is for the brand builders, the strategists, the marketers who want a truer, more meaningful way to go about it all. Who know in their gut that something’s not right with how we talk about “managing” brands. Who love humanity and all its messiness too much to swallow the fiction of neat consumer segments and clean spreadsheets.
_ We’ve been thinking all wrong about how brands exist. We’ve been led astray by marketing’s nasty habit for colonialist thinking. We think there’s a different, maybe even better way to go about all this.
_ Because we love our work and we want you to love your work, too. So just go ahead and love humanity with all its messiness. And if you want, you can share our common passion all along the way.
“It’s all about listening and being listened-to. About appreciation and social recognition. About chance to change and influence. About people not being stupid if we don’t treat them that way.”
“There’s no brand without its community, just like there’s no god without her believers. It’s the former who needs the latter – not the other way around.”