Mike Renaud

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

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

Getting back to those terrible purpose-led, strategy-showing ads. It’s possible they’re working and that they’re successfully tugging on the heartstrings of consumers and causing the kind of emotional resonance that drives successful advertising. I doubt it, but maybe. But if they’re not also delivering “salience,” which I can’t imagine they are... See more