Generative IP: STAN’s Model for Brand Growth

Generative IP: STAN’s Model for Brand Growth

Featured in Forbes

For more than a decade, STAN has helped brands build fandom: the connection that inspires people to participate, contribute and bring others with them.

Generative IP builds on that experience, taking it further into how brands can shape culture, deliver societal impact and create lasting commercial value. My co-founder Felicity Fellows explores the framework in Forbes.

It begins with something unresolved

A cultural tension. An unmet need. A gap between what matters to people and what exists to support it.

We believe these are opportunities to build something that matters. Generative IP turns that insight into a platform, format or experience designed not simply to be consumed, but to generate participation, contribution and new value as more people become part of it.

That’s why we call it generative. What we create is the beginning of what it can become.

Grounded in experience. Built to go further.

New First Aid, created by STAN in partnership with BARMER, demonstrates this approach: equipping young people to support one another through mental health crises while strengthening BARMER’s Gen Z relevance and driving business growth.

We’re now developing further projects that build on these principles, bringing brands, experts and cultural partners together around shared ambitions.

Each begins with the same questions: what can this change, who will participate and how will it create value? From there, we design for growth through communities, partnerships, new markets and formats.

For STAN, this is a natural evolution of our work in fandom—and a bigger ambition for what that connection can achieve.

Read Felicity’s full article, “Generative IP: A New Model for Brand Growth,” on Forbes →