What We Can Learn from Cubism When Building Brands

Being the son of both a sculptor and draughtswoman I was brought up in a household brimming with creativity and an obsession with form and aesthetic. My parents had a bookcase full of books about art, architecture and the human form, but the one that piqued my interest at a very young age was all about cubism.

What really grabbed me about the images in that book - and what my dad taught me about the fundamentals of this hugely influential movement - was how you could unlock fresh perspectives on a subject beyond what was previously thought possible.

Cubism, pioneered by artists Pablo Picasso and Georges Braque, revolutionised the way we perceive art by offering multiple viewpoints of a single subject. This technique allows viewers to see a subject from various angles, creating a more complex and dynamic understanding. And I would argue that strategists and creatives alike can apply similar principles to brands, extending their relevance into broader culture. Particularly when we consider today’s hyper-connected world, where brands are being challenged to be more open and multifaceted than ever before.

To thrive in this complex landscape, brands must evolve beyond traditional marketing strategies that are rigid and one dimensional and embrace a more nuanced approach. Presenting themselves from multiple perspectives, so consumers can develop a more rounded understanding of the brands they either want to spend time with or purchase.

So, with this in mind, I would suggest marketers should consider the following questions.

Identity

Does your brand have a diverse range of attributes and perspectives within which it resides? After all, for someone to fundamentally connect with a brand today, we know they look for a more rounded view of what they are buying into. Understanding these and how they all fit together is hugely important to how we build a modern brand.

Audience

Do you cater to diverse demographics or target multiple segments? While creative ideas are developed with a singular priority target, when your brand is out in the wild it has the opportunity to speak to a broader church of possible customers. The opportunity here is to retain the three dimensional sense of self the brand portrays by flexing certain characteristics with differing consumers, at different stages of the customer journey.

Messaging

Do you maintain a cohesive brand voice while allowing for variations to suit different contexts? This is where we need to be clear about how multiple messages and attributes are communicated at different times to tap into the needs of our consumers, whilst retaining a sense of self as a brand.

Media

Does your brand leverage varied channels across the customer journey that broadcast messages, allow for dialogue and facilitate action? There is a balance here that is clearly important to find. However, the old world of prioritising broadcast media and paying lip-service to social conversation, whilst failing to tighten the customer journey to sale, is something we all have a duty to change.

Participation

Do you understand the impact that cultural moments, trends and social issues could have on your brand? This is not about jumping on every meme/moment/news story [Delete as appropriate]. However, it is about projecting a point of view on the world as a brand and following that up with an opinion wherever it is relevant and authentic. This is what consumers expect of brands and when it makes sense for a brand it can deliver great returns.

By asking these questions we will begin to challenge ourselves as marketers to think differently about how we build the brands we are stewarding. And this will help us increase their cultural resonance, building differentiated brands with deeper connections to foster an army of loyal advocates for years to come.

Put simply, by adopting a cubist approach, brands can create a more dynamic, engaging, and relevant experience that resonates with audiences in three dimensions, driving the long-term success we crave.