ABSTRACT
At the time of Veblen, brand strategy was simple: marketers aimed their communication at targets defined by their household income and purchasing habits and their messages encouraged consumption of commodities as a way to accrue status. Helena Glazer is a fashion and beauty influencer who goes under Instagram handle brooklynblonde1. On March 30, she posted a photo of herself in the head-to-toe Everlane look, a mere couple of days after Everlane fired all of its union workers and was publicly called out for it by Bernie Sanders. New focus of engagement plans is not just on the brand actions, but on their secondary effects. Pre-pandemic consumer-centric brand strategy is now society-centric strategy. Against this new backdrop, there are the 4Cs of the modern brand: content, community, curation, and collaborations. They impact how a company defines and executes their brand strategy; launches and markets its products and services; and captures, distributes, and delivers value to its customers.
