Mike Renaud

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.

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

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

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