Why do you matter?
Brands that are worth paying attention to are like people – they provoke thought, invite dialogue, and occasionally stir controversy. They aspire to change the world in some way – big or small. Their ambition may be to pursue excellence (Honda, Apple, Dyson), disrupt entire industries (Uber, Revolut, Airbnb), challenge societal norms (Dove, Bodyform, Barbie), or raise ethical standards (Tony’s Chocolonely, Patagonia, Veja). Some of them may exist simply to enrich our lives with excitement, fun, indulgence, or extravagance (from Red Bull to Rolls-Royce).
What unites these diverse brands is clarity. They have a sharp sense of who they are, what they stand for, and crucially, why they matter. They hold strong views on the world and the role they wish to play in it.
Le Truc’s beautifully crafted film celebrating The New Yorker's 100th anniversary elegantly encapsulates this idea. Beyond marking a milestone, it provides vital lessons in brand building.
The ad reminds us that The New Yorker matters because of its thoughtful exploration of contemporary culture. It's an intellectual companion that guides its readers through complex societal shifts with wit, insight, and cultural nuance. The New Yorker also holds a clear view on culture: to understand the world, we must look closer, think deeper, and be curious about all things.
But clarity alone does not guarantee enduring relevance. Iconic brands embrace their heritage, but they also evolve in a way that reinforces their core promise. They are always the same yet always fresh.
Ultimately, great brands, The New Yorker among them, endure by helping us make sense of our times and of who we are. They provoke us, shape us, reassure us, and question us, reflecting the world – and ourselves – back with remarkable clarity.
And so, the essential question – perhaps the only question – for any brand or individual remains strikingly simple: why do you matter?
The answer, ultimately, unlocks everything.
Everything, Covered – 100 Years of The New Yorker: