Jazz as a Model for Social Media Branding
A recent analysis of social media branding strategy draws a direct parallel to jazz performance, emphasizing structure paired with creative freedom.
Core Principle
The winning social playbook resembles jazz: keep the chord structure, loosen approvals, preserve key traits, and give natural improvisers room to create.
![I went to hear some jazz that commemorates the centennial of Thelonious Monk at the Space Gallery in Portland, Maine. During intermission I took a few photos of the trumpets and flugelhorns and did a little extra process with Topaz. Monk Dreams, Hallucinations, & Nightmares, the new large ensemble project from Frank Carlberg, draws its inspiration from the luminous work of Thelonious Monk. The pieces generate their shapes from splinters, cells and feelings found in and around Monk's music, as well as from his verbal utterances, advice and cryptic observations. The record is not a tribute album, but rather a meditation on the profundity of Monk and a celebration of his immeasurable influence. The Helsinki-born, NYC-based pianist and composer Frank Carlberg has become well-known to Maine audiences over the last few decades through regular performances in Portland, collaborations with beloved drummer Steve Grover, and his long-running relationship with the Maine Jazz Camp. Beyond his work in Maine, he has mantained a deep and varied performance career in NYC, collaborated with jazz legends, Steve Lacy, Bob Brookmeyer, and Kenny Wheeler, and holds faculty positions at Berklee School of Music and New England Conservatory. Hailing from the small stretch of coastline where New Hampshire, Maine, and Massachusetts meet, OURBIGBAND is an amalgamation of the region's finest musical talent. Whether performing well-aged classics or original compositions, the 17-piece outfit delivers a fresh and incisive sound. Teeming with improvisers, composers, diverse talents and tastes, OURBIGBAND is not your granddaddy's big band. [Website]](https://www.office59.net/wp-content/uploads/2026/09/Jazzy_Brass_283793571305629-829x1024.jpg)
Implications for Brands
- Maintain consistent brand identity (“chord structure”)
- Reduce bureaucratic approval layers
- Protect essential brand characteristics
- Empower creative team members to respond in real time
Sources
![Title: Florists' review (microform) Identifier: 5205536_20_1 (find matches) Year: [1] (s) Authors: Subjects: Floriculture Publisher: Chicago : Florists' Pub. Co Contributing Library: University of Illinois Urbana-Champaign Digitizing Sponsor: University of Illinois Urbana-Champaign View Book Page: Book Viewer About This Book: Catalog Entry View All Images: All Images From Book Click here to view book online to see this illustration in context in a browseable online version of this book. Text Appearing Before Image: ^■'r?TT'*-'-^^^"^-S;-: "•►•*': JCNX 20, 1907. The Weekly Florists^ Review* 15 wholesalers is receiving general attention and the prospect is a universal agree- ment for 3 p. m. daily for July and Aug- ust. July 2 comes the New York Florists' Club's annual outing. Already the suc- cess of the annual festival is assured, with a guarantee account of nearly $1,000 in purchased tickets, advertising patronage and prize donations. Last week Wednesday the New York Florists' Club's field day did not draw a large attendance. Those who made the trip to beautiful Bronx park were well rewarded. George V. Nash, the superin- tendent, met the delegation and escorted the members through the conservatories and the grounds, after which the exhibits in the Museum building were inspected. Adam Miller, another of the club's mem- bers, was in charge of the Horticultural Society's exhibition. The display was not extensive and the attendance of the general public light. Among the exhib- itors were the F. K. Pierson Co., of Tar- rytown, N. Y.; Lager & Hurrell, Sum- mit, N. J.; George Hale, Red Bank, N. J.;, "William McCoUom, Islip, L. I.; Julius Heurlin, South Braintree, Mass.; Howard Nichols, Yonkers, N. Y. The beauty of general window-box ef- fects is now much in evidence on all the principal avenues of New York, scarcely a hotel or club being without them and hundreds of private houses having elab- orate decorations in this line. Some are kept thoroughly up-to-date by frequent changes throughout the season. David Howells, at the Knickerbocker hotel, has produced a fine effect on the hotel's terrace garden and the evergreen decorations by Hiram T. Jones, of Eliza- beth, massive and extensive, furnish an object lesson the other big hostelries are not slow to follow. Myer, of Madison avenue, has been doing some fine landscape work at Nor- folk, Conn. W. A. Donohoe had the Fiedler wed- ding this week, house and church, at Lit- tle Silver, N. J. Pink peonies and pink and white roses were the predominating flowers. It was one of those no limit decorations the retail florist is always glad to land. June 13, the veteran, C. L. Allen, of Floral Park, L. I., celebrated his seventy- ninth birthday. He is one of the young old men of liorticulture, understands true, scientific living and is as spry and ambitious as a man of 40 years. There was a happy family celebration of the event. 1 Mr. Hicks has retired from the firm of Hicks & Crawbuek, Brooklyn, and on July 1, under the title of Hicks & Co., will open a wholesale cut flower estab- lishmeut at 52 West Twenty-eighth street, New York, Mr. Henshaw then re- moving to his new store at 44 West Twenty-eighth s-treet. Mr. Hicks is well known to the trade and a young man of excellent character and reputation. He should win his share in the rapidly de- veloping wholesale business of the me- tropolis. For good, clean, upright deal- ing and faithful attention to duty there is always room in every line of floricul- ture and the old and well established houses go right on adding to the volume of their business ^very year. John Haiift, of Hanft Bros., Madison avenue, sailed June 13, with his wife, by the Augusta Victoria for a three months' trip in Europe. Charles B. Hanft will spend the summer at his hotel at Sea Cliff, L. I., as usual. A good many of Text Appearing After Image: Odontoglossum Citrosmum. his florist friends spend their holidays at this popular resort. A. J. Guttman and family have moved to their Chatham home for the summer. A good many of the wholesalers have the suburban bee in their bonnets and shortly will be locating where the roses and the mosquitoes bloom. Elliott & Son will close the auction season June 25 with a big sale of flo- rists' stock for growing on. This has been one of the most successful seasons this old house has ever had and the final auction is expected to bring out one of the largest crowds of trade buyers ever gathered in the auction rooms, for many greenhouses are empty, after the big spring season, and stock is needed for a fall crop. Joseph Fenrich has added a swift pony and cart to his traveling facilities and his growers may expect frequent fra- ternal visits during the warm season. John Scott, of Flatbush, has branched out into every variety of bedding stock, palms, etc., in his big plant in Brook- lyn, where some 60,000 square feet of glass demonstrate the devotion of ten busy years. The venerable parents of Mr. Scott left last week for a visit to their old home in Scotland. Scottii is as popular as ever. Mr. Scott will have many houses full of it for the fall de- liveries. Louis Schmutz, Sr., of Flatbush has been laid on the shelf lately with rheum- atism but with the warm weather will soon be on his feet again. An outing of the New York club without "Louie" and his family would be like a year with- out a summer. J. Austin Shaw. ODONTOGLOSSUM CITROSMUM. Unlike the majority of odontoglossums, which, owing to our hot summers, are of difficult culture, Odontoglossum citros- mum is a comparatively easy variety to grow. It is a native of Guatemala, from whence it was first introduced into Eng- land in 1840. The pseudo-bulbs are of a light green color, smooth and shiny. The foliage is oblong and quite stout. The flowers have fine white sepals and petals, the top being light purple in color, and are produced on pendent racemes of eight to twenty-five flowers, in some cases even more being carried. There is a pure white form, one with a deep rosy lip and another in which the sepals and petals are dotted with pur- ple. The flowers are two and one-half to three inches across, full in outline and have a delicate lemon odor. While the cool odontoglossums, such as crispum and Pescatorei, succeed best in pots or pans, Odontoglossum citrosmum is best grown in baskets, a cattleya house temperature suiting it. It should at all times be hung well up to the light. Dur- ing winter it should be placed in a sunny position and kept somewhat drier at the roots to ensure a good crop of racemes. The flowering season is May and June, when such other useful orchids as Lselia purpurata, Cattleya Mossise, C. Mendelii and Miltonia vexillaria are in season. W. N. Ceaio, Note About Images Please note that these images are extracted from scanned page images that may have been digitally enhanced for readability - coloration and appearance of these illustrations may not perfectly resemble the original work.](https://www.office59.net/wp-content/uploads/2026/09/Florists27_review_28microform29_281665306090629-822x1024.jpg)
