Inquiries and insights into creative excellence.
What kind of people are we and what kinds of things do we do to express that? The answer to that question is brand culture, that seemingly undefinable quality that draws people in. Except that it is definable. The culture of the brand is an institution that we need to create, with a set of values that we need to codify.
Read MoreA brand is not a thing, not a noun. Not exactly. A brand is better thought of as a verb. An action. In order to be relevant, it has to do something, and not just pump out product or perform services. That’s not enough. No, for a brand to really matter, it has to do something to your heart.
Read MoreUltimate success can look quite different from market dominance—ask Patagonia. Not every brand will save the world, and success in commerce is still a noble goal, but even that remains elusive if a brand does not pin down a larger, deeper aim.
Read MoreThe most exciting part of an adventure film is the scene where the hero swipes everything off the table and lays out a map. Before the action, the drama, the trials and triumphs, there is the grand plan. It’s clear what needs to be accomplished, but how?
Read MoreEvery brand-birth is the beginning of a universe of its own making. And it is up to its creators to decide how inventive and mythological that microcosm will be, what shapes and stories it will take on as it evolves through the decades.
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