The world building playbook for brands

World building is one of the most important concepts in modern marketing because the world of identity and media has radically changed over the last decade. [music] Marketing used to assume a communication between the buyer and the seller, which made sense for a single transaction. But increasingly, products [music] are sold on identity. Worldbuing treats everyone like they're

a character in a brand's movie. [music] And that's just not you viewing that brand's film. You're a participant in it. We're all actors in their world. We're using their props. We're shaping what that story looks like. It's [music] fun, it's compelling, and it works. But how do you actually do this? So, in this

video, Scott and I are going to go through brand examples, principles from both brand building and from film to share the process, share examples, share things that we've worked on and things we respect that can help you really understand world building. Let's lock in. So, when we talk about world building, there's a brand that never

ceases to come up and that brand is vacation. And so, I know you have a relationship there. You understand the brand. Talk to me a bit about that. What's your history with them? And let's dive into it. I'm very fortunate to be an adviser and an investor in vacation which is how I got to know them. Um and

even before then was a fan. >> What struck me from the beginning is uh is the setting right it is it's a world and I believe that that concept of setting is important to understand in context of world building. Yeah. What are your thoughts there? What do you think of that setting they've built