Having been around for a while, I know about respecting rules when respect is due – but I also know that sometimes rules are there to be bent, broken or bettered - and this couldn't be more true than when trying to resonate with today's consumers.
With today's varying market segments, it truly is a different marketing game out there... most consumers are very design and brand aware (thanks Steve Jobs) compared to five (let alone ten) years ago. It is now widely accepted that fresh, progressive looks, and smarter tactics and strategies are needed to keep pace with their growing sophistication and lately, it seems that the Conscious Consumer segment seems to be raising the bar of expectations even higher.
As a designer and brand strategist, I not only understands this, I make sure that I live by it and make it my daily mantra. I try to soak it all up, construct and reconstruct the information and make it all relevant. Afterall, change is good, but strategic change is even better.
My most often-asked question is, "how do you do it?", as in how do you differentiate what will most likely work and what definitely won't? Well, how do you get to Carnegie Hall?
In a groundbreaking paper published in 1993, cognitive psychologist Anders Ericsson added a crucial tweak to that old joke. How do you get to Carnegie Hall? Deliberate practice. It’s not a minor change. The difference between ineffective and effective practice means the difference between mediocrity and mastery. If you’re not practicing deliberately — whether it’s a foreign language, a musical instrument or any other new skill — you might as well not practice at all.*
I think it's safe to say that I've been practicing my craft of forecasting trends most of my life. Always looking for the next best thing, a popculturist, or a "hipster" before my time some have joked. I like to consider it more of an evolving craft as opposed to "work" in the greater scheme of things.
Beyond that, I really really like to deliver results. Not simply by making an impact or gaining exposure, but by producing something differentiatingly tangible, contagious and measureable - which then, translates into better bottom-line results.
Finally, it also kind of goes without saying that it's not always exclusively about about pushing the boundaries of creativity or exceeding certain market expectations - but it sure keeps the work more fun and memorable when we do.
My services include, but are not limited to:
Branding + Strategy
Marketing + Communications
Youth Culture Marketing
I have more than 19 years experience helping develop creative for some of the world's most prominent brands.
This site also contains some of other of my side projects and artistic endeavors
To contact please send an email to the corresponding link in the right-hand sidebar.