Friday Fives, Vol. 208
This week, we’re dissecting viral content, developing our sonic identities, and learning how to get the most ROI out of branded NFTs.
What makes an article go viral? Is there a combination of words that triggers the “share with friend” function in people’s brains? Not exactly, and if there was, every marketer on Earth would get those words tattooed on their foreheads. The best explanation for why certain articles spread across the internet like soft butter on warm toast is the emotion the article evokes in the reader. Content that elicits emotional reactions such as awe, anger, surprise, and anxiety is more likely to be shared, forwarded, reposted, and generally talked about. On the flip side, articles that play into sadness or contentment fail to rack up page clicks. If anyone knows exactly how to make a newsletter go viral, hit us up. We’re asking for a friend.
The metaverse is still in that awkward phase where most people have heard of it, lots of people are on it, but few can articulate exactly what it is. Fewer still can predict how it’s going to look in the future. As designers, our idea factories are churning out hypotheses about branding and design in the metaverse, but the most consistent theme is excitement around immersive space — especially in regards to typography. Will all typefaces become 3D? Can we climb on top of the letter T or leap through the center of an O in this digital realm? Are flat logos flat-out boring now? The only thing that’s clear is that the possibilities feel endless, but we’re metapsyched to put our metadesigner hats on and get this thing metagoing.
We are firsthand witnesses to the endless, thoughtful considerations about how a brand looks, and how a brand speaks. Yet, the conversations about how a brand sounds in a literal sense are often reserved for video content or streaming podcasts and radio ads. We’re not saying that every single brand needs their own jingle or signature sonic cue, but imagining how a brand translates into these spaces earlier in the branding process can yield better results when it’s time to convert the brand ethos into a recognizable tone. Just ask McDonald’s, whose jingle is so entwined with their brand and engrained in your brain that we don’t even have to say the words and you can already hear that jingle in your head. Dang… now we want fries.
More direct to consumer brands are diving into the murky NFT space. A digital wild west that’s still exciting, but one marred by instances of stolen artwork and the shady act known as a rug pull, or when a financially backed NFT project suddenly shuts down rendering the NFTs worthless. For brands like Liquid Death, who’ve built a reputation as an anti-corporate, anarchistic persona, the decision to make an NFT was met with hostility, proving that latching onto the latest cultural bandwagon isn’t always the smartest idea. Meanwhile, other DTC brands are showing that NFTs need to guarantee some utility to be worthwhile and coveted. Take DTC wellness beverage Leisure Project, for example. Holders of Leisure Project NFTs will receive discounts and be able to nominate new flavors for the company to launch. May we suggest NFTea?
March Madness is here. Games are already underway, and if you used this helpful guide or consulted this useful retrospective article, you’re probably on your way to dominating in your office bracket pool. If you totally snoozed on getting your bracket in on time, or you’re not such a fan of college sports, you can still get in on the excitement of bracketology with this greatest brand of all time bracket that’s nearing its thrilling conclusion. Good luck, and may your brackets remain un-busted.
The Working Assembly is an award-winning branding and creative agency.
Established in 2017, we collaborate with emerging and evolving companies for end-to-end brand building, including strategy and visual identity, print and digital design, content, and creative campaigns.
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NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.