Lessons from the Field
Sometimes brand strategy work gives you a chance to create a name or tagline for a brand everyone’s heard of. It has a history to build upon. For better or worse, people have some knowledge it.
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Over the past six months, most of us adopted more new behaviors than we ever thought possible. Some – like the Covid haircut – we are eager to leave behind. But others will endure to define the pillars of the “next normal.”
We interviewed more than two dozen executive leaders about the future – after Covid. In those conversations, and many more that followed, 10 “pain point” themes emerged. As long as they persist, they will continue to drive innovation.
For many years I have led brand transformation efforts – for companies ranging from Fortune 100 corporations to smaller non-profits. Often with large teams, across global markets, but never from an ivory tower. I’ve always stayed close to the work, close to the process and close to the target.