How to discover your brand concept

I have bemoaned the state of brand concepts, pointing to the massive amount of bland, uninteresting executions that fill our screens today.

It feels like such a departure from past days when more brands made the extra effort to be evocative, interesting, and thought-provoking. Today, it feels like the majority is satisfied with pushing something out that’s ‘good enough’. The new standard is ‘average at…



Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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