Needy brands need love, acceptance, and mind–share in order to grow. In return they give people utility, and a solution to what they ask.
Needy brands exist for needy people’s immediate needs. People who need more of they have, need needy brands.
Needy brands live within minimum viable brands. They conditionally predictable, and optimized.
Unlike neediness, thin-air ideas live as beacons in the distance. They start being out of reach, and inspire us to find mental models and language to reach them.
No one is conducting ethnographic study to design inspiration.
And maybe that is the problem.