Unite creatives, stakeholders and organizations around things that matter

Posted Posted in blog articles

Scott Bed­bury, of Star­bucks and Nike fame, said “Prof­itabil­i­ty should be a busi­ness imper­a­tive, an oper­a­tional phi­los­o­phy, or a mea­sure of suc­cess; but as a core brand val­ue, I believe it is fool’s gold.” Hav­ing read the book that sur­rounds this quote, I believe his point is that val­ues have to res­onate with humans. Because […]

If everything’s strategy, then nothing is strategy

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Last year, I was hav­ing prob­lems explain­ing the dif­fer­ence between strat­e­gy and tac­tics in an adver­tis­ing class. In truth, the def­i­n­i­tion is a lit­tle unclear. It takes expe­ri­ence to see the dif­fer­ence. But here’s how I break it down. If all some­one does is exe­cute strat­e­gy, they’re not a strate­gist. If they’re copy­ing some­one else’s […]

Rapid Brand Prototyping”

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I have very smart, high­ly expe­ri­enced friends who tell me that brand­ing requires the com­pa­ny to focus dur­ing a 3-day retreat in the moun­tains where there’s no cell ser­vice. He says this is required to bring out the best in a brand. And I total­ly agree. But what about young brands, who don’t have the […]

Academics v. the Real World

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I get a lit­tle frus­trate when peo­ple call me an aca­d­e­m­ic and label them­selves “real world.” It’s as if my master’s degree, com­plete with the bil­lions of dol­lars in adver­tis­ing I exam­ined, and the master’s the­sis I wrote to study the cre­ative process, made me less use­ful in the real world. Now I’m the last […]