Mike Renaud

The ability to subtract features is the rare gift of the true communicator.

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural... See more

‘Emotional generosity’ is the ability to see beyond behaviours we don’t understand by proactively looking for compassionate ways to explain them. Sometimes, this is easy; if a toddler starts crying or throwing a tantrum, we might wonder if they’re hungry, or tired, or hurt. Sadly, it’s not so simple for adults — and especially for our co-workers.... See more

A brand is a person’s gut feeling about a product, service, or organization. It exists in the hearts and minds of individuals.

A lot of people ask me for advice on writing presentations. They often think a good presentation has to spring from a moment of creative insight or inspiration. I point them at a quote from the science fiction author Octavia E Butler: “First forget inspiration. Habit is more dependable. Habit will sustain you whether you're inspired or not.” The... See more

In the race to the top of responsive innovation and experience-building, a few recent trends are resurfacing as powerful approaches to the intersection of brand, behavior and psychology. The concept of “tribal branding,” of understanding and activating our collective behaviors and unmet evolutionary needs, cuts through the clutter of motivations,... See more