We live in a creative economy. Brands compete with all forms of culture, entertainment and worldviews for audience time and affection.
To succeed in this environment brands need to embody big ideas in their positioning, not just execution.
Brands need to create powerful central ideas that inspire, engage and motivate people, linking their commercial opportunity to a consumer cause and culture.
Brands need to bring these ideas to life innovatively in everything they do, across every touchpoint, with multiple, integrated and surprising expressions.
Ultimately people seek significance and emotional connection.
Brands that stand for something bigger, and bring this to life in incredible ways, light up the world. They become powerful cultural symbols and commercial forces.