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The search for values within the performance of social media. It's been over thirty years since I started my career in advertising. At first, I didn't even talk about branding. Or for that matter, insights and human behavior. But I’ve come to realize that everything about this industry rests on a fragile foundation. Our understanding of people. Every brand strategy, positioning statement, campaign idea or creative leap begins with that simple pursuit. What do people believe?

In an age of constant reinvention, the strongest brands still trust the truth of their foundations I recently watched The Brutalist , a heavily-awarded film that’s been quietly picking up momentum since its streaming afterlife began. It’s a beautiful movie. But also a surprisingly perfect metaphor for creating lasting brand foundationa and strategies. Early on, I realized this wasn’t going to be just a film. This was going to be an experience. The kind that engages your sense

The Building Blocks of Life Science Brand Storytelling In life sciences, everything begins with building blocks. From the molecular...

It’s an act of governance. Let’s be honest, brand voice has for years been a line item in a deck. A few adjectives. A tone guide that no...