How Brands Can Engage with the Idea of Curation and Taste

Brands can engage with the idea of curation and taste by changing the narrative to focus on what they want to be known for, rather than just striving for more. They can appeal to non-professionals, who are often their biggest brand fans, by creating a specific aesthetic and organizing events that prioritize enjoyment, community, and relationships over competition. This focus on joy, human endeavors, wonder, and curiosity allows smaller brands to already connect with people's desires and for larger brands to create new narratives that include these elements.