Work

“Success in communicating online most often has less to do with social media trends and tactics and more to do with doing the right thing offline.”

Does your brand’s social strategy have tension?The best brands understand the perception audiences have about them and their industry, and use their social media to twist that. The result of that tension—a brand going against expected norms—leads to surprising moments that delight their audience. Oftentimes, *that’s* what people are reacting to... See more

The smartest brands already know this. They don’t market to you, they talk with you. They don’t chase culture but build it at their own speed. They don’t need to explain their moodboards, because their work says it better than the BTS inspiration ever could.

Retail brands are curators of a way of life - there’s a Prada life, an ON Running life, a Jenni Kayne life. In addition to their core business, brands build the entire worlds that customers step into.

When a brand achieves fandom, it's no longer just selling a product or service; it's co-creating meaning and belonging. It's the sacred space where a brand's 'why' meets a consumer's 'who I am' or 'who I want to be.' It’s earned, not bought.

Having good products are not enough. New brands need lore and storytelling across mediums, and visual identity standards are leveling up.

If you pay attention to the right kind of weird, it will tell you where old values are crashing into new ones, and those new values are what you can build the future on top of. The most successful brands tapped into our new values before we even had the words to describe them, and they got an outsized return by betting on them early.

Seventy-five percent of the content marketers create is useless and created out of habit.

As we know, a brand does not exist except in the consciousness and perceptions of its consumers.