Brand strategy
Cosima and
Brand strategy
Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)
Rachel Karten • Great Campaigns Start With Great Copy
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
The Elegance of Nothing
people don’t buy products when they understand them. they buy products when they feel understood.
Sam Liebeskind and
/// 100 QUESTIONS /// to gain clarity via Alex Morris:
Why are we doing this?
Ask that of yourself and the team with regularity.
What’s the simplest explanation?
What reaction should all the creative achieve?
What’s your most controversial opinion?
What little frictions exist that might bleed out the work if allowed to compound?
Are you solving a
“Pick a lane, and fill it” - Tony Stubblebine
