ABOUT
I am a Brand-Builder, an Executive Creative Director, Leader, and a Strategic Partner. I'm deeply invested in the positioning of brands, growing audiences, and impacting the market.
I am guided by a few simple beliefs:
RADICAL DIFFERENTIATION
In an attention-economy, Marketing noise makes the consumer very resistant to new offerings, and new ideas. To create a successful business, being radically different must be built into the core of the brand strategy, and the creative team's daily approach.
AUDIENCE-DRIVEN
Today, selling products is a failed strategy. People prioritize a sense of belonging over "more stuff".
Tapping into your audience's deep-seated values and emotions is key to bypassing their instinct to say "no."
When we foster shared values, the audience cultivates a gut feeling about your business: the very essence of brand. When customers feel connected, they adopt and promote your brand for you.
As a director, I'm always looking for ways to invite the audience to do more than buy, but actually sculpt our brands.
CRAFT AT SCALE
How can we accomplish these things? How do we create radical, emotive brands that engage audiences, and build new tribes that last years instead of months?
It all starts with a company’s creative culture. No one is more familiar with your product, and the way you want people to think about it, than you are. Finding a shared vision for the company is key, and it starts with my creative teams. With a united front and shared value system we can build an in-house creative team to outperform the biggest, baddest Agencies in the world.
LOYALTY
In all this work, loyalty is the true end goal — the real product. It’s the best outcome we can hope for. It's the greatest ROI, and the most informative KPI.
A 5% increase in customer loyalty can boost profits 75% or more. Almost 65% of a company's business comes from repeat business.
When you've earned the customer’s trust, they become loyal to your brand, and become more than passive consumers: they fall in love. They become ambassadors, and evangelists. They drive the brand forward in ways you haven’t thought of, because they're invested. Better said: they’re in love.
THE UNIVERSE IS CHANGE
Cultivated over the course of my career, these tenets guide me as a creative lead, helping companies deploy brands, and assemble the best creative teams and cultures to sustain them.
But my beliefs are always changing and growing. I listen to my teams, and elevate the best ideas. Sometimes that means being wrong, starting from scratch, asking different questions, and turning everything upside-down. Sometimes it means throwing my beliefs out the window...or at least adapting them.
Looking for an Executive Creative Director / Chief Brand Officer / Head of Brand / Head of Creative?