Matthew Muller

One issue with corporate comms is there’s too much “how to build a boat” and not enough “why you should should yearn for the vast and endless sea”

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.