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…

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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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