MAKE FAST THE FUTURE | HOW TO DEFINE CREATIVE DIRECTION FOR BRAND DEVELOPMENT | WRITE A CREATIVE BRIEF. LIGHT THAT FIRE: Could that be brief creativity? Unlikely? Or could creativity be defined—let...
Every brand is designed by a human; and built for a human, yet we don’t often think of ourselves as living brands. The notion of branding is based on premises that are thousands of years old;...
Photo by Dawn Clark, AIA LEED AP Every brand is made for humans. Every human could be a brand. What’s the story? I was a student at The Evergreen State College, and I was asked to offer a...
BRAND EMOTIONALISM V | SOUL BRANDS: The Quest For Heart And Holistic Experience In the deepest heart of brands: what lies within? Part V Brand and soul, some offer a key question: “what the..?”...
Passage, relevance and the scent of time. Brand re-invention, dissolution and reclamation. The pink bar of soap: 84 years of Camay. Photograph by Dan Neville. What happens when a brand disappears?...
FUTURE FORWARD | BRAND STRATEGIES AND INTENTIONAL IGNITION TIME TO LIGHT THAT FIRE. Brief creativity? Can creativity be defined in a brief? Probably not. What is a creative brief — and is there a...
What if your brand is about a cause? What if your brand is humanity? What if your real messaging reach is love? This is an overview of Girvin’s strategic thinking about the nature of...
Brand core: what lies within? The idea of finding the soul of the brand is something that many might immediately chafe against, or laugh out loud — the sheer presumption: brand = soul. But...
Image reference The White House Brand, Desirée Rogers and Barack Obama brand management The concept of the alignment of the principles of human branding and political figures isn’t new, but it...
Girvin | Strategic Branding Research: Brand, personality, testing and global marketing initiatives What is the line that moves to the psychic space of a person? How do you find the heart of a...
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