Engaging in the Aspiration Economy: Creating Narrative Frameworks, Content Expression, Collaborations, Communities, and Curation

This chapter discusses the importance of creating a new narrative framework for brands in the aspiration economy. It emphasizes the value of collaborations and keeping the brand alive in unexpected contexts, as well as building and activating communities through social tools and interaction opportunities. The chapter also highlights the significance of curation in terms of brand purpose and contributing to culture.