Branding

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...

How Ritz-Carlton became a luxury icon, why Steve Jobs made “impute” his marketing philosophy, and how to use the Halo Effect for a great brand....