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The Scott Sternberg guide to building emotional brands
Take a look at brands like Glossier, Disney, Jacquemus or even our favourite coffee joint, Starbucks. They've mastered the art of creating a world that extends beyond their products. Glossier isn't just about skincare and makeup - it's about self-expression and natural beauty. Disney isn't just about movies - it's about magic and wonder. Jacquemus ... See more
Grace Garrick • What Exactly is a Brand Universe?
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 buil... See more
Paul Venuto • feed updates
The functional pillar, the sensorial experiential pillar, and the emotional pillar. It’s the emotional pillar that actually transforms a product into a true brand with a compelling story. This then creates the bond that convinces consumers there is no substitute for