It seemed like the only thing I could do on the web last week was reconfirm my interests and settings and field GDPR-like requests from the hundreds of things I apparently subscribe to. So in the spirit of brand strategy, below are six personal favorites from the last couple of years that I go back to again and again. Some of these I re-read the night before important meetings.
Don’t Confuse Strategy With Planning. About: Seeking to have strategies always ‘make a choice’.
Brand Building During The Age Of Invisible Tech. About: Thinking across 3D, sounds, and all the bits a brand can own today.
How Marketers Get You To Buy New Stuff. About: Developing the ‘most advanced yet acceptable’ brand things.
Why Your Brand Doesn’t Need Anyone To Participate In Anything. About: Never forgetting that heavy product usage doesn't always mean there's "a relationship"--people just love the product.
The Case For Chaos. About: Embracing the free-flowing work nature that our craft quenches in order to do great work.
How Brands Grow Five, Years On. About: Being consistent not varied, and distinctive not different; getting casual buyers to buy more often; and making brands more accessible in the mind as well as in the market so there are more occasions to buy.