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The Scott Sternberg guide to building emotional brands
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
Paul Venuto • feed updates
This is how a product becomes a cultural icon: by becoming the canvas for a much deeper, and personalized experience.
Greg Hoffman • Emotion By Design: Creative Leadership Lessons from a Life at Nike
One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to... See more