My view is that narrative is used to help build the brand story and can also be used in the marketing strategy and to build a longterm PR plan. Without having knowledge and experience in all three aforementioned disciplines may result in missing opportunities to engage the audience and consumer at a deeper emotional level. As most of us in the developed world are bombarded with sounds and images at every turn vying for our attention, cohesive engagement is key.
Working with the brand communications and marketing teams launching the company's second largest flagship store in the world, on 5th Avenue New York, was phenomenal. A truly innovative British brand, the retail fashion chain TopshopTopman has been valued at £2 billion and knows how to stay ahead in a highly competitive market.
There are many choices when it comes to where and how we spend time and money. A brand must be coherent. The design, experience and behavior.
A brand is more than a logo. Any emotions and connection to a brand begins as soon as the brand name is encountered.
It's always a privilege to help shape the marketing message of companies that are global leaders. Working with Nike the world's number one shoe and apparel company is for some living the dream. I've had the pleasure to work on projects including the innovative "Find Your Greatness" campaign - London Olympics, and also entrusted to work with one of the world's most iconic golf players of all time for another project. These have all contributed to my career highs.
We've all had a disjointed experience with a company, brand, individual or at an event. Whereby what we experienced was not what we expected, and what we actually encountered was very different from what we perceived (heard, saw or read). Relating this to today's companies and/or brands, in my opinion it means they missed the mark and the strategy and/or the implementation requires more attention to detail.
Honing an intentional clear and consistent message, then refining this across all touch points is a vital component in the strategy.
I've worked on the communications of a few technology brands and this one was really fun. With an annual turnover of $9.9bn and with more than 120 million online users, it was important that the offline experience announcing the launch of ebay fashion didn't take away from the core messaging. Allowing consumers to connect and engage with the brand outside of its usual setting, while reinforcing what ebay stands for, showcased how the platform can hold its own, in both the digital and physical space.
Sound triggers one of the strongest emotional sensations. I believe sonic branding a.k.a sound branding is a critical contribution to the overall brand experience and is largely under utilized. Sound creates and reinforces therefore it can do wonders to reinforce the brand message and values.
When the Alexander Wang x H&M collaboration launched, online traffic crashed the website. Being the second-biggest apparel retailer in the world with around 2,470 stores in 35 countries. It's flattering that my experience and knowledge was called on to contribute to the campaign.
Innovation - noun: innovation the action or process of innovating. A new method, idea, product, etc.
Manners - plural noun: manners: a way in which a thing is done or happens: a person's outward bearing or way of behaving toward others.
The reason I put these two together is because at their core, they're both about consideration. In an age when fast and more are seen as better, consideration is key.
GM is placed number 7 in the FORTUNE 500 ranking (June 2014), it's been a pleasure to help communicate to the mass market the unique attributes of the engineering and new technology that keeps GM at the forefront.
I've worked on a variety of GM brands and that include:
The context of any product and/or production is always important as it helps tell the story, hence why I chose the serene picture.
Media is essentially the business of telling stories. I believe it's important to connect this with a clear narrative to produce an intriguing dialogue that resonates with the audience/consumer.
Journalism is gathering, processing, and disseminating information deemed important as it relates to an audience. Early in my career after completing my masters degree in Journalism, and before my MBA in Business, Finance and Marketing. I went to work for the BBC as an economics and business journalist. That experience honed my skills in story telling and producing items that captivate and engage audiences around the world. Also, while interviewing a spectrum of business leaders from CEO's, CFO's, COO's to trail blazing entrepreneurs, this access exposed me to the complexities of creating and running a successful business. Overall, it was a great training ground to sharpen a skill set in knowing what's important and what's not important to successfully achieve end goals, especially while navigating under pressured timelines. The world is a serious place so it's nice to lighten up a little and exercise my TV experience in a different area when time allows, and engage audiences + consumers, connecting more hands on...
BritWeek is about celebrating creativity and innovation between the UK & US. For brands and organizations to be successful on a large scale, it's about consumer and audience reach. I've been fortunate to help expand the reach of BritWeek and brands via key partnerships, sponsorship, programming and events.