The Scott Sternberg guide to building emotional brands

Method has a very deliberate positioning. The brand connects to a higher order, which is about living a joyful, vibrant life.

No brand had ever presented this view. We saw this both as a business opportunity and as a way to open up a bigger cultural dialogue. I think that dialogue—or that tension—is what gives brands their energy.

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