Many of the most successful rebranding efforts of the last year, the most forward-facing of them all, have all used the same weapon of choice: their archives. Brands as highbrow as Dior, to as proudly lowbrow as Levi’s, have looked to the creative history of their designers to add a layer of narrative and credibility to the contemporary context of their brands. And while this type of endurance-branding may be partially a result of The Great Recession, Millennials. Are Eating. It. Up.
This is because Millennials are natural researchers; many of us were somewhere between 18 and 8 when Google arrived in our homerooms. While we haven’t always had smartphones, we have always had access. I don’t need to tell you how this has manifested in our shopping habits online. But much less is known about the compulsive way many Millennials forage online archives for stylistic inspiration. Think Netflix “binge-viewing,” or better yet, a “Google K-Hole” (an allusion to a Special K or Ketamine bender, in this case resulting in days lost to Googling). Online archives such as Getty Images or Google Image Search welcome us, for free; which is why it is easier than you may think for an influencer Millennial to pick up an obscure Fellini reference. We are such active researchers that we tend to forget what we saw, where. We can get to the point that we have to rely on our browser’s history tab over our own brand fidelity and crowded memory. [Read more...]