3. MAKE THE MOVIE POSTER What’s the movie poster of your idea? How can you tell your story within an image in an instant? Talking about an idea can only go so far. Get visual, sooner, to bring the team into your idea, and the idea to the consumer.

“Choose Go”

“Now more than ever,” I said, “it’s important for a brand to be more human in this age of automation.”

When I speak about brand identity to my audiences, I often use the metaphor of a picture frame. Your brand identity is how you frame every image, every product, every bit of output from your brand. The frame shouldn’t overshadow the picture—or the thing you’re trying to showcase—but it should contain recognizable elements that would tell anyone thi

When introducing a new innovation to the world, the goal is always to make the benefit of that innovation both intuitive and meaningful.

The Product Is the Hero

Creativity grows from the insights we discover that others miss. We find these insights through the diversity of experience in our teams, as well as from our own passion for exploring beyond what we know.

But the creative process doesn’t follow a linear path, and often moments of inspiration come upon you in unlikely places—if you’re open to them.

Put simply, a brand gains a competitive advantage through its ability to construct powerful emotional bonds with its consumers. I believe this connection can be consistently achieved by cultivating a strong creative culture.