The Branding Sutra

I was enjoying great pay, great people, and great opportunities doing things like creating brand strategies, writing multimedia campaigns, and executing huge-scale productions for mega global brands with embarrassingly big budgets.

I had what I considered at the time to be a dream job: An advertising copywriter. I was living in the heart of the heart of the branding world.

using the power of branding to create meaning rather than manipulate masses

The fact that branding has been put to use in very shallow and superficial ways across the globe doesn’t lessen the potential it offers.

none is more in need of a rebrand than branding itself.

some of the furthest-reaching international agency networks and on some of the world’s largest global brands.

I’ve been in the world of advertising and branding for more than twenty years.