Mike Renaud

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

When the external actions of a company align with its internal culture, the brand resonates with authenticity

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

Today’s most vital cultural forms are your identity, personality, and image. And in this new cultural paradigm, the artist’s performance of themself is often more important than the art they make. The persona is the message.