Brand strategy
A good brief increases the quality and reduces the quantity of conversation
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.
Dan Frommer • The Scott Sternberg guide to building emotional brands
“Data only tells you what was.
It doesn’t account for what could be.”
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