“At K-Hole we recognize that there will never be any sort of consensus as to why we are anxious. Unlike fear, anxiety is a response to an imprecise threat. Not the knife pressed to your back, but the possibility that everyone knows what you did last summer.”
– K-HOLE, Issue #3, as quoted in my Fast Company article.
K-HOLE is a trend forecasting startup walking the lines between art, tech, and marketing, and demonstrating a new model of how creative people can organize around their ideas. Their third issue presents the concept of the “brand anxiety matrix” (see above), a toolkit to impose order on the emotions inspired by different brands.