6 ms·

> The brand comes to life in the context of people, cultures, communities and relationships. What does this even mean? What kind of human could even write such

> The brand comes to life in the context of people, cultures, communities and relationships. What does this even mean? What kind of human could even write such a sentence?

jbattle 7y ago
The kind getting $600/hour to write sentences like that
- pembrook 7y ago
  No branding agency bills at $600/hr. Source: Have triple bid projects to some of the biggest identity design (branding) firms in NYC before. The rates are more like $250/hr. However, if this was done in-house...it was probably a massive boondoggle (see Uber's 2nd to last rebrand led by Kalanick for more info) and giant waste of money. Too many emotions and stakeholders involved. Better to farm it out to an independent 3rd party and control costs with a fixed project-based agreement from the beginning.
nuxi 7y ago
The synergetic, horizontally-scalable kind. /s
williamvds 7y ago
Most marketing material like this makes my head start spinning after only a minute or so. I can only imagine what extended periods of _thinking_ in marketing/PR-speak can do to someone
dcwca 7y ago
I'm as tired of marketing jargon as the next person, but what isn't clear about this? It's a simple statement, encouraging you to think of the brand and its relationship to people and culture, and all the different groups who use Facebook products.
dakial1 7y ago
Basically that the brand should represent what Facebook is about. But in shiny, marketing oriented, words. I work as a consultant in Marketing and I still have a problem respecting creative people and their explanations. For me it's simple BS. But the reality is that they truly believe in it. We simply expect more science and less imagination from them.
petepete 7y ago
Still got nothing on Pepsi https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...
- appleflaxen 7y ago
  You aren't helping... now I need to know WTF two things are! That's crazy.
- DanCarvajal 7y ago
  Ugh, I had forgotten about that doc. Now my brain hurts.
- qubex 7y ago
  Dr Graeber, we have a “bullshit jobs” winner.
- postsantum 7y ago
  Any context? Is it a real document or a parody?
  - gdubs 7y ago
    This is real. My personal theory has always been that they decided to capitalize on the Obama For America campaign branding, typography, etc — and then made this doc as a kind of “parallel reconstruction” of how they got there.
whytaka 7y ago
This is the reason I could not cut it as just a designer. The amount of bullshit required to survive in the design industry disturbed me morally.
avellable 7y ago
To think about it someone paid American college money to write meaningless stuff like this.
nkkollaw 7y ago
It's all fluff mixed with virtue signalling. As usual.

> The brand comes to life in the context of people, cultures, communities and relationships. What does this even mean? What kind of human could even write such a sentence?

jbattle 7y ago

The kind getting $600/hour to write sentences like that

pembrook 7y ago
No branding agency bills at $600/hr. Source: Have triple bid projects to some of the biggest identity design (branding) firms in NYC before. The rates are more like $250/hr. However, if this was done in-house...it was probably a massive boondoggle (see Uber's 2nd to last rebrand led by Kalanick for more info) and giant waste of money. Too many emotions and stakeholders involved. Better to farm it out to an independent 3rd party and control costs with a fixed project-based agreement from the beginning.

nuxi 7y ago

The synergetic, horizontally-scalable kind. /s

williamvds 7y ago

Most marketing material like this makes my head start spinning after only a minute or so. I can only imagine what extended periods of _thinking_ in marketing/PR-speak can do to someone

dcwca 7y ago

I'm as tired of marketing jargon as the next person, but what isn't clear about this? It's a simple statement, encouraging you to think of the brand and its relationship to people and culture, and all the different groups who use Facebook products.

dakial1 7y ago

Basically that the brand should represent what Facebook is about. But in shiny, marketing oriented, words. I work as a consultant in Marketing and I still have a problem respecting creative people and their explanations. For me it's simple BS. But the reality is that they truly believe in it. We simply expect more science and less imagination from them.

petepete 7y ago

Still got nothing on Pepsi https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...

appleflaxen 7y ago
You aren't helping... now I need to know WTF two things are! That's crazy.
DanCarvajal 7y ago
Ugh, I had forgotten about that doc. Now my brain hurts.
qubex 7y ago
Dr Graeber, we have a “bullshit jobs” winner.
postsantum 7y ago
Any context? Is it a real document or a parody?
- gdubs 7y ago
  This is real. My personal theory has always been that they decided to capitalize on the Obama For America campaign branding, typography, etc — and then made this doc as a kind of “parallel reconstruction” of how they got there.

whytaka 7y ago

This is the reason I could not cut it as just a designer. The amount of bullshit required to survive in the design industry disturbed me morally.

avellable 7y ago

To think about it someone paid American college money to write meaningless stuff like this.

nkkollaw 7y ago

It's all fluff mixed with virtue signalling. As usual.