Mockup Culture is everywhere these days. We have seen things from Wes Anderson Star Wars to Gucci Spring lookbooks created in MidJourney, the possibilities are truly endless. Join Phillip and Brian as they explore the notion that we now live in a time where any dream can be transformed into reality, no matter how bizarre or outlandish. They explore how prominent brands like Telfar are embracing the concept, utilizing gamified pricing strategies to captivate consumers. As they dissect these phenomena, they unravel the concepts of "hyperstition" and "metamodernism" and examine their implications for the modern consumer. Stay tuned for some content teasers from Phillip and Brian, as they hint at what's to come at our Visions Summit in Chicago.

Tonal Shift

{00:09:42} “Why does Dollar Shave Club or Glossier choose a Shopify? There's an operational cost associated with selling online and it gets more expensive every day, especially the more custom software you have and the more esoteric your business model is online. By choosing a platform that imposes a constraint on you, theoretically, you can drive the cost down.” - Phillip
{00:16:09} “The things that create inherently shareable content and the things that are truly remarkable and worthy of talking about are things that are building so close to the edge of possibility that it requires a tremendous amount of investment.” - Phillip
{00:17:18} “What we're seeing, and you wrote a whole article on this recently on mockup culture, is this idea that actually customers and fans and audiences are now having real influence on the greater brand.” - Brian
{00:26:02} “Metamodernism is when a piece of content or something is created that's both critique and embrace of something. Some of these mockups are super interesting because they are commentary, they are ironic and sarcastic, but they're also good ideas.” - Brian
{00:31:01} “This multifaceted way of engaging in media and art has a direct bearing on commerce because commerce powers it all.” - Phillip
{00:40:55} “What algorithmic timelines do and what generative AI allows for people to create through hyperstition is that my idea of Hermes or Gucci or Nike is no longer fundamentally the same as yours.” - Phillip
{00:43:41} “It's not personalization so much as your brand is going to hit differently for different people. You need to hit the notes that say the things that you're wanting to say to that person that maybe achieve the same outcome for a different person, but it's done differently.” - Brian

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The Way Home: Episode 73 featuring Andrew Walker and Devin Maddox