Why do we say Brand Commune is a place, not a thing? A collaboration, not a company?

Here’s the story:

It used to be that what we now call a brand – and all the work that goes into one – was the exclusive purview of giant ad agencies and marketing firms – as if some critical mass of humanity and overhead was required to come up with a good idea or two. But did you ever notice that most of that work was being done by a handful of smart, creative individuals? And did you ever wonder if all the overhead really made any difference?

Turns out you were right to wonder. Brand Commune is – a place, not a thing – where a loosely knit group of smart, creative individuals shows up with a good idea or two of their own (see Projects). It’s our contention that creating a great brand doesn’t necessarily have to be that complicated a thing.