Throughout 20 years in marketing — leading creative teams, demand gen, brand strategy, and campaign execution — I've learned and accepted that my brain works a little differently than most.
WELCOME TO MY WORLD.
/// A QUICK WORD ON THE STATE OF MARKETING:
AI has allowed for deliverables to be created faster and cheaper than ever.
COOL. NOW WHAT?
When everyone can do it, speed stops being the advantage.
So how do you differentiate?
It begins with a niche brand.
/// ONE THAT FOLLOWS A FEW PRINCIPLES:
The goal was never more impressions.
STRATEGY>SLOP
Anything done without purpose is just noise.
AUTHENTICITY> ARTIFICIALITY
Be true to yourself, not just now, but long term
CONNECTION>CONSTANCY
In a world of ever-present ads and robots, build a human tribe.
***All photos are mine.
RELATABLE>REMOVED
If they can't see themselves in it, it won't work.
VALUE>VELOCITY
Speed alone optimizes everything except loyalty.
/// A THOUGHTFUL BRAND HELPS YOU GET TO MARKET AND STAY IN MARKET
But a brand is not just a document.
A brand foundation only matters if everything else orbits around it. Every campaign, every channel, every sales conversation, and every human interaction someone has with your company. The brand lives in all of those things — or it doesn't live at all.
THAT'S THE ORBIT.
/// OUR GOAL IS NOT A STATIC BRAND.
IT'S EVERYTHING THAT COMES AFTER IT.
Every engagement is different. What you need today may not be what you need six months from now.
How we get there depends on where you are.
LET'S CHAT
Niche or Nobody.
SPEAK TO EVERYONE. REACH NO ONE.
