I’d Rather Be Desired
We engage with brands in much the same way as our human relationships. We flirt with them, let them court our desire, and then we decide which suitor will sweep us off our feet.
Occasionally, we fall in love with them. Sometimes, we cheat on them. Always, we revel in their competition for our favor.
For the most magnificent brands, the seduction never ends – they leave us burning with ceaseless desire. These are the brands with secrets to tell, and I’ve spent my whole career listening.
EXCEPTIONALISM
Enduring brands grasp their purpose and master the art of being great at one thing.
INTENTIONALISM
Foundational branding is the flawless orchestration of intentionally curated actions.
DESIRABILITY
Iconic brands are masters of seduction, fueling consumer desire that bears results.
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