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I’ve been following Ms. Millman for sometime and highly recommend her podcast: Design Matters. I’m quite deliberate about making time as soon as I see the update come through on my iPhone. This week she interviews Noah Brier. I remember messing around with his project Brand Tags some time back, though after the interview I see an deeper power to the site that I really hadn’t considered before.

The most important takeaway: that we need to abandon the idea of controlling a brand’s image and identity. We, as professionals, can clearly influence and effect perception, but “control”; no. He points out that, really, it’s the fans, the public that really control, really own a brand. The interactions with customers, fans and critics all play a part in the identity. Reminds me of several discussions over the years where I say “we can’t please everyone. We need to identify who our audience is, focus on them, accept that there will be some un-detractable critics, and move forward.” Not everyone can become a superfan. The more popular a brand, or anything, becomes, the more critics rise. It’s the way of things.

On the ferry yesterday, my son and I were behind a young woman. While she walked up stairs, she was clearly uncomfortable in her very short-shorts. They were short enough that we could clearly see her lack of undergarments. Her discomfort manifested mainly by her continued pulling the edges of her shorts down. Ironically, that’s what gathered my attention, this continuous motion.

I felt bad for her discomfort. And I wonder, as I’m want to do, how we found ourselves here. Why was she compelled to wear clothes that pushed her comfort levels? Was she trying to be more attractive? Was it an unconscious choice, or conscious only to see the challenges of this fashion (and resultant discomfort) too late?  

Of course, we live in as culture where women and girls are supposed to be sexy, but not too sexy. It’s a strange and painful duality.