We’re at a turning point where marketers begin to see that the immense complexity of our industry can not be tackled by simply focusing on data and technology. And that success is not the outcome of being more efficient or best in class. Luckily, some have realised that the best way to survive is to take strategic and creative leaps that make their brands and products famous in culture. But the majority is still hiding behind the safety of average instead of sticking their neck out for glory. It's those who are willing to take risks who need our attention and dedication to open the gates for those who wish they could do.
The creative renaissance
As a CSO and Global Brand Strategy Lead , I feel obliged to advocate for a perception shift in our ailing industry. That’s why I made it my mission to call out all marketing bullshit and instead crusade for creativity as the most powerful tool to win in business. We’re here to produce creativity that makes money for our clients and not to sprinkle fairy dust into their eyes by making purpose laden over promises. If we keep selling the same stuff the same way, we will miss this once in a lifetime chance to start the creative renaissance and will burry our industry under a thick layer of irrelevance.
No creativity without strategy leapfrogging
I consider myself a skipper who sets the course towards making the truth interesting. But as an industry, we’re so besotted with frameworks, formats and platforms that we struggle to see the wood for the trees. That’s why I’m obsessed with using strategy to imagine a more famous future for brands and frame it in such concise way that it frees creativity over and over again. It’s all about capturing what a brand stands for and where the future opportunity lies to break away from the mainstream.
Path to fame
As much as I believe it's the planner's job to imagine and design a better future for brands, I think we need a rigorous and participative process if we want to give our clients the confidence to buy into our vision. I have therefore developed and implemented a set of tools that help answering the main questions in brand building in a concise and collaborative manner.
The creative renaissance
As a CSO and Global Brand Strategy Lead , I feel obliged to advocate for a perception shift in our ailing industry. That’s why I made it my mission to call out all marketing bullshit and instead crusade for creativity as the most powerful tool to win in business. We’re here to produce creativity that makes money for our clients and not to sprinkle fairy dust into their eyes by making purpose laden over promises. If we keep selling the same stuff the same way, we will miss this once in a lifetime chance to start the creative renaissance and will burry our industry under a thick layer of irrelevance.
No creativity without strategy leapfrogging
I consider myself a skipper who sets the course towards making the truth interesting. But as an industry, we’re so besotted with frameworks, formats and platforms that we struggle to see the wood for the trees. That’s why I’m obsessed with using strategy to imagine a more famous future for brands and frame it in such concise way that it frees creativity over and over again. It’s all about capturing what a brand stands for and where the future opportunity lies to break away from the mainstream.
Path to fame
As much as I believe it's the planner's job to imagine and design a better future for brands, I think we need a rigorous and participative process if we want to give our clients the confidence to buy into our vision. I have therefore developed and implemented a set of tools that help answering the main questions in brand building in a concise and collaborative manner.
- Who are you? -> Story Branding = Brand strategy reduced to three steps: Belief - Tension - Proposition
- Where do you want to play? -> Culture Capital = The ideological opportunity for a brand to play a role in culture away from the mainstream
- How do you get there? -> Culture Currency = A roadmap into moments and places in culture in which to insert a brand
Context
Bottega Veneta is a brand of subtle elegance which never followed the traits of luxury. Its outstanding quality, sophisticated personality and unapologetic attitude made it an icon amongst great individualists like Andy Warhol, Barbara Streisand and Elton John. Entering Studio 54 in a Bottega handbag without a logo, in times where luxury brands like LV or Gucci used maxi logos, was a loud understatement for those confident enough to chose substance over showing off. But for the past 17 years, Bottega focused too much on craftsmanship and the iconic intrecciato that the brand became too silent to stand out and irrelevant for the new world of luxury.
Bottega Veneta is a brand of subtle elegance which never followed the traits of luxury. Its outstanding quality, sophisticated personality and unapologetic attitude made it an icon amongst great individualists like Andy Warhol, Barbara Streisand and Elton John. Entering Studio 54 in a Bottega handbag without a logo, in times where luxury brands like LV or Gucci used maxi logos, was a loud understatement for those confident enough to chose substance over showing off. But for the past 17 years, Bottega focused too much on craftsmanship and the iconic intrecciato that the brand became too silent to stand out and irrelevant for the new world of luxury.
Context
In 1886, Mercedes-Benz launched the first ever automobile. which marked the beginning of the most excellent and pioneering car manufacturer ever existed. For the past 135 years, Mercedes-Benz built the automotive Oberklasse, serving the rich and famous the adequate means of transportation to meet their status needs. But for the past 10+ years, main competitors Audi, BWM and later Tesla were closing the gap, making it difficult for Mercedes-Benz to justify a $10k premium price for a car that has no perceived advantage in technology, quality or performance.
CEO Ola Källenius addressed this problem by taking the drastic decision to transform Mercedes-Benz from a premium car maker to a luxury automotive brand. But nobody inside global marketing knew the exact consequences of such dramatic shift, until I provided them with the strategic tools and principles of how to build a modern luxury brand.
In 1886, Mercedes-Benz launched the first ever automobile. which marked the beginning of the most excellent and pioneering car manufacturer ever existed. For the past 135 years, Mercedes-Benz built the automotive Oberklasse, serving the rich and famous the adequate means of transportation to meet their status needs. But for the past 10+ years, main competitors Audi, BWM and later Tesla were closing the gap, making it difficult for Mercedes-Benz to justify a $10k premium price for a car that has no perceived advantage in technology, quality or performance.
CEO Ola Källenius addressed this problem by taking the drastic decision to transform Mercedes-Benz from a premium car maker to a luxury automotive brand. But nobody inside global marketing knew the exact consequences of such dramatic shift, until I provided them with the strategic tools and principles of how to build a modern luxury brand.
Context
Diesel was born to challenge the status quo, but lost its swag when it tried to adhere to the codes of the premium fashion industry.
To reconnect with its brand DNA, we had to bring back Diesel's iconicity and find a way to make its product values resonate in today’s world.
That's when I decided to make the brave and unconventional fashion choices that come with wearing Diesel the solution to successful living.
Eventually, the brand essence became the brand behaviour that guided all creative briefs and brand actions.
Diesel was born to challenge the status quo, but lost its swag when it tried to adhere to the codes of the premium fashion industry.
To reconnect with its brand DNA, we had to bring back Diesel's iconicity and find a way to make its product values resonate in today’s world.
That's when I decided to make the brave and unconventional fashion choices that come with wearing Diesel the solution to successful living.
Eventually, the brand essence became the brand behaviour that guided all creative briefs and brand actions.
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