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      "body": "A great read @virtualrobert\n\nThe casual observer doesn't notice how much work goes into branding and design.\nThank you for sharing, looking forward to part 2",
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      "body": "Let me know if this suits your appetite: https://steemit.com/technology/@virtualrobert/the-power-of-digital-dynamic-brands-pt-1-spotify-or-bathing-ape-or-ufc :) I can go more even more design and art the next time :)",
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      "title": "The power of digital dynamic brands PT. 1: Spotify | Bathing Ape | UFC",
      "body": "![](http://payload523.cargocollective.com/1/7/227971/12774901/cover-image-1.001_1340_c.jpeg)\n\nWe live in a constantly changing world, with new technologies every other month or so which can disrupt your business, old ‘truths’ no longer apply. This can be a confusing space. A good way to adapt to this is to embrace a adaptable dynamic ability. This can be in design, strategy, technology or marketing, preferably all of the previously mentioned. Constantly reinventing yourself to stay ahead. \n\nThe following brands have shown an adaptable mindset in strategy, design, technology and marketing. Since looking outside of your company can be quite helpful this is exactly what we will be doing. \n\nSpotify has dynamic design, strategy and marketing. In this study a deep dive into how they embrace everything technology.\n\nA Bathing Ape is such a dynamic clothing company in design and branding. Especially in collaborations the sky seems to be the limit.\n\nUFC is a mixed martial arts sports company recently sold for $4 billion. In this study, a lot of examples on how they partner with advertising, are story and hero driven and constantly adapt. \n\nUnder Armour is a company that sells sports apparel, they are dynamic in marketing, venturing into other markets as well. \n\nCasper is a bed company, with the simplest proposition. They have one bed, which is the best bed. How they do their marketing is a great example of the new upcoming era. Marketing as a service instead of sales. \n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/spotify-main_1340_c.jpg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.002_1340_c.jpeg)\n\nSpotify is of course in it’s core a digital dynamic brand, mainly because their utility and entire offering is digital and dynamic. But Spotify takes digital beyond utility. The way how they create their design is also digital and dynamic. They have their own tool to create beautiful emotional artworks. A tool for every designer or agency to work with. Which automatically transforms photos in the brands specified duo tones. Great idea to limit the options, which than stimulates creativity. And it makes it faster to create beautiful art pieces. \n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.003_2_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.004_3_1340_c.jpeg)\nBuilding blocks of the style: symbols and specific colors.\n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Spotify-tool.gif)\nA tool to guide the process of content creation and speed it up. Optimizing the workflow creating room for creativity. \n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.006_5_1340_c.jpeg)\n\nSpotify is also digital in their music recommendation. Spotify has a weekly recommendation list, how this list is curated is to me a perfect example of how we should deal with A.I. Spotify looks at the songs you listen to and finds these same songs in playlists created by other people. It finds out which tracks are also in that list. It than delivers me every monday these new tracks. Sometimes I discover 6 to 8 new tracks I love. Sometimes it’s a miss. But often it is great! Its leveraging both human curation and A.I. (source, source). Every monday morning there is a new playlist ready for you, this creates a habit of checking this out every new week. This is called habit forming behavior. Eventually you can't live without the supply of new music, and you never cancel your subscription. \n\nTo top it of, as most of you know already: Spotify has most recently acquired a blockchain startup called Media Chain to work on technology for artists and rights holders. (source: https://techcrunch.com/2017/04/26/spotify-acquires-blockchain-startup-mediachain-to-solve-musics-attribution-problem/)\n\nSpotify is at it's core a dynamic company which embraces new technologies and new forms of (non) hierarchical structures.\nAs can be seen here in their own video of how they work internally. \n\n<iframe src=\"https://player.vimeo.com/video/85490944\" width=\"640\" height=\"400\" frameborder=\"0\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>\n<p><a href=\"https://vimeo.com/85490944\">Spotify Engineering Culture - part 1</a> from <a href=\"https://vimeo.com/user14023874\">Spotify Training &amp; Development</a> on <a href=\"https://vimeo.com\">Vimeo</a>.</p>\n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.003_1340_c.jpeg)\n\nBeing dynamic in your design could give your company and culture an advantage, because you teach adaptability through your design, you will attract people who like that and will act in a similar way. Thus you as a company will always adapt. \n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.004_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.005_1340_c.jpeg)\nBathing Ape (Bape) makes their main logo into a camouflage style pattern. Who distorts their own logo? Bape does.\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.006_1340_c.jpeg)\nThis pattern is than applied back onto the main identity\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.007_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.008_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.009_1340_c.jpeg)\nI really like how this new system that they have created gives room for new collaborations. Anything you throw in here immediately fits. Disney had a similar problem which they solved in a similar way with their Infinity characters\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.010_1340_c.jpeg)\nThis is like the movie inception. A brand within a brand within a brand. I am not saying this is beautiful design but I am saying that this flexibility in thinking and in design helps you become agile and transformative. If your identity can do this, imagine what your company can do.\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.013_1340_c.jpeg)\nBrand architecture overview with different applications.\n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.014_1340_c.jpeg)\nBeing dynamic and digital in your marketing, mixing fiction, fighting and gaming and actually partnering with people and companies is very interesting in the case of UFC. A lot of their dynamics seems to have to do with the president and the previous owners who could make important strategic decisions at the blink of an eye. Having an agile adaptable leader is important. \n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.015_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.016_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.017_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.018_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.019_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.020_1340_c.jpeg)\nWhen the time is right, adapt.\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.021_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.022_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.023_1340_c.jpeg)\n\n<iframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/RZNFH-jH-eo\" frameborder=\"0\" allowfullscreen></iframe>\n\nThis is than spun into a story of nobody being perfect. Great advertising for reebok.\n\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.025_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.026_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/UFC1.gif)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.028_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.029_1340_c.jpeg)\n![](http://payload523.cargocollective.com/1/7/227971/12774901/Digital-dynamic-brands-adaptability.030_1340_c.jpeg)\n\nI hope you all enjoyed the first part of my research into dynamic adaptable brands. \n\nPlease give me some feedback and let me know if I adhere to all the different Steemit etiquettes , what I could be doing better etc. \n\nSee you @ Part 2! Follow me if you liked this! :)\n\nBest,\n\nVirtualRobert",
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