The only constant is change. And success is not exempt. So what will it look like in the year ahead if it’s not a frantic sprint to 2019 numbers?

As we all know firsthand, change and uncertainty exponentially increased in 2020. Things we didn’t think needed to be addressed until five, ten years down the road are now mission critical. And in the face of all this acceleration, shareholders are demanding a plan to insure survival for the next four quarters.

The sober truth: inaction is self-sabotage.

Success and Meaning are one.

Yes, profits and shareholder happiness are important, but so is relevance. A meaningful brand will succeed in both. And it will better navigate uncharted waters like a global pandemic.

A brand vision is more than window dressing. It is the very substance…

Humanizing Brands

Humanizing your brand is about more than just a catchy tagline or a visionary statement, it’s about action. And when done correctly, it should reorient your entire business strategy to hold a meaningful place in the world.

In a post COVID-19 world — if, in fact, there will be such a thing — corporate leadership is being summoned to a new depth of relationship with both consumers and employees. Facebook employees walk out. Consumers boycott. Thousands fill the streets. And in this grassroots movement, brands are being drawn into the conversation to take a stand by taking action.

The lines between marketing content and social content are already blurred. Powerpoint has a new power by being repurposed from sales projections to a publicly living document that outlines how brands have responded to the Black Lives Matter movement.

The way jargon is thrown around in our digitized world, it’s hard to understand exactly what anyone does. So in order to explain what we do, we’d like to start by clarifying what we don’t do.

We don’t act like a vendor.

We are marketing creatives who build brands. But in a digitized world, marketing and business strategies are often one in the same. So we approach our work like a business partner.

We don’t take months to share an idea.

We are quick studies and always churning with marketing ideas. So we hit the ground running, sharing early and often. We favor collaboration because the creative process is inherently reductive. So we share…

The boundaries of corporate leadership may be changing.

Photo by Bna Ignacio on Unsplash

We are a society in crisis.

A health crisis. A social crisis. An economic crisis.

We also have a leadership crisis. Because government is unable to lead.

And business is not immune.

Corporate leadership can step into the leadership vacuum.

You didn’t ask for it, but it is here.

You can’t be just a leader of a company, but a leader of society.

By being meaningful.

Those who grasp it will prosper in a world being reshaped by Covid-19 and BLM.

This is about going beyond the business ethics.

It’s about social ethics.

It’s about hearing the groundswell of discontent…

The tension between good and evil. A simple thought on how “humanizing a brand” starts from the top.

As a strategist who’s been in the advertising industry since the early 2000s, I’ve come to appreciate both the art and the science that goes into the craft. However, my eyes have opened to a major shift in the corporate world.

We are currently in a paradoxical moment where trust in institutions is low¹, while the standard for conduct is being raised. In an age of transparency, stories, meaning, purpose, we see these subtexts point to the larger thing — core human attributes rising to the surface.

C-suite leadership of Corporate America will have to constantly navigate the waves unless…

As a millennial who dearly values the Gen-X mindset (people born between 1965 to 1984), I believe we are experiencing one of the most drastic changes in corporate America leadership. Brand loyalty has turned a new page and there are signs for what is to come — a corporate America revolution where brands not only become ambassadors for “good,” but in doing so consequently declare what is good and what is evil in our society.

The humanization of brands.

As a strategist at an agency who is on a journey to humanize brands, it is no surprise that I hold this perspective, however what…

There are so many things I need to say, yet I can only hold your attention for so long. Our millennial generation is special without a doubt, but we are missing something lost by many generations before. We can’t blame any one thing, but the fact that the baton has not been passed on to all cannot be disputed. There are many articles written about how to “understand” our generation, some articles about how to “fix” or accept our “millennial fate,” this is not one of those articles. As an immigrant who first landed here at the age of 6…

It was on a cloudy Saturday afternoon,
when she walked into the cafe.

The winds have picked up,
as everyone inside was seeking shelter,
comfort from a warm cup of coffee.

You can tell she was not from around here.
The vibe about her screamed East coast.
New York or maybe Boston. Chicago?
Focused, calm, and put together.
Refreshing, if you ask me.

As she walked in, it was clear how windy it was outside.
Hair a mess, but she quickly adjusted and proceeded to the line.

The cafe had a interesting vibe this afternoon.
A quick scan around the room…

I’m not the first, nor the last to say this, yet one truth remains: A new age has come upon us. A generation with unthinkable potential and power is alive and active in our communities. They are here against all odds and logic, to find a way to make a difference in their world.

If you’re reading this, you might be one of them. Whether you’re a painter or a designer, a master craftsman of burgers or beers, or a provider of new services or products, you are an entrepreneur. …

Anyone who has been there can’t deny how sweet this next-gen conference really is. Conveniently located in our Portland backyard, I was pretty stoked when I found out that I got in.

“XOXO is an experimental festival celebrating independent artists who work on the internet.”

I often observe human behavior in hopes to better understand. You can’t quiet call it scientific, but it’s somewhere between “observational field study” and random thoughts.

I call it, the “human element.”

Obviously this is nothing new, nothing revolutionary, but it is my take at the world and what I see in it. …


Humanizing Brands

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