Branding

Not long ago–in a place far, far away (from Cannes)–five people debated the existence of double duty, exploring whether it was possible to deliver ‘brand’ and ‘performance’ together in one campaign. O...

Rick Rubin wrote this in his recent book, The Creative Act. And it sums up (almost) perfectly how I feel about branding and how to do it well. Great brands strike a delicate balance between rationalit...

First, let’s get a few basics out of the way, so we can all be on the same page. What is a brand? Brand is simply set of intangibles—expectations, experiences, stories, and memories—that makes a custo...

In this interview, we discussed the strategic and creative approach to brand-building that revolves around detecting, managing, and growing brand fandoms. How did your engagement with ESPRIT begin? Wh...

Brand storytelling is going through a renaissance. Pushed aside by performance and influencer marketing, and marred by the declining TV and print formats, brand storytelling was considered something C...