When so much AI-generated media and algorithmic consumption warp everything into content, we can all agree that brands seem increasingly diffuse, less of a thing and more of a vibe.
I feel like Prada is going way too hard on 2, putting triangles all over everything. No. 3 makes me think of MSCHF, where no.1 is a brand like Paynter.
It’s tough to see us here at the end of an industry cycle. I enjoyed the permanence but may be bc it was more of the familiar of feeling safe in the routine. I’m going to listen in. Thanks for sharing this essay.
Branding has fully entered its slop era—algorithmic, over-saturated, and stretched so thin it barely holds form. Vibes aren’t enough anymore; everything is starting to feel like everything else. The next evolution? Brands that are undeniable—proof of work, singular, or disruptive enough to resist being flattened into mood board mush.
If you found Grietzer's theory of vibe compelling, you may also find the following's account of "ambient meaning" to be of interest: https://thelastwave.substack.com/p/the-network-is-the-territory
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I feel like Prada is going way too hard on 2, putting triangles all over everything. No. 3 makes me think of MSCHF, where no.1 is a brand like Paynter.
It’s tough to see us here at the end of an industry cycle. I enjoyed the permanence but may be bc it was more of the familiar of feeling safe in the routine. I’m going to listen in. Thanks for sharing this essay.
tl;dr: vibes have peaked
Branding has fully entered its slop era—algorithmic, over-saturated, and stretched so thin it barely holds form. Vibes aren’t enough anymore; everything is starting to feel like everything else. The next evolution? Brands that are undeniable—proof of work, singular, or disruptive enough to resist being flattened into mood board mush.
Love this. Can we do a podcast with your Vibe and my Watchable Brands. We are saying the same thing---ish?
brilliant! 🦋