After 5 years building in consumer, a huge learning is that “creating a feeling” is the most inportant thing for building a resonant brand. Product and services end up being interchangeable but the feeling in a customers mind is not. The best brands are the best storytellers with the most authentic messaging. To action this, we’ve seen success... See more

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

Building a brand identity is like composing a soundtrack for a film. You must find ways to touch on the same themes, while still introducing variations and inventive ways to create an atmosphere – in our case, the rich universe of a brand.