I’m Andrew. For more than a decade, I’ve been leading brand, experience, and digital teams. I’ve been a storyteller for even longer, driven to uncover big ideas that inspire and apply the craft that will drive people to act on their inspiration.
Hey there.
Latest Thoughts
No, your brand purpose does not matter to consumers. That doesn’t mean it doesn’t matter at all.
When someone tells you what’s not working, don’t get distracted by how they think it might work better.
Collecting examples of constraints - and the creativity they bring out - is a good way to remind yourself of how useful constraints are to begin with.
Forget the pundits and consider real history when trying to assess the ways in which AI will change our world.
We would do well to widen our aperture when we talk about the word “experiences”.
The stunning turnaround of Barnes & Noble gives us yet another example of a branding truth that’s been with us for half a century.