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 KitchenAid |  Craftsman |  Bushnell |
|---|---|---|
 Caesarstone |  NRA Show |  James Hardie |
Ours is a dirty business
If done right, it’s filthy — beautifully so. Because we are lucky enough to trade in emotions, triggers, tropes and reactions — and we live in the laboratory. We must subscribe to the philosophy of get the hell in there. Instigate, facilitate, challenge, surprise, delight and create — moments. Then watch. With an attitude that amounts to "What happens if I..."
And the honest simplicity of the experience never fails to fill the heart. After decades of slap-stick, melodrama, cheese factor, quirky brand ambassadors, disingenuous philanthropy — the angles are breaking.
The continuum of reactions is a college degree in humanity.
Consumers have become charmingly and necessarily cynical in ways that will make marketers better. We all see and sense a right turn in what we must do to connect in the 2020s.
Feed folks’ craving for authenticity. Produce moments that move. Exude selfless swagger. Put skin in the game. Make the entire brand experience one that winks with fraternity. Breed stomach butterflies of genuine possibility.
Of course, I’ve not fully mapped but sometimes tapped the way we achieve this — as we shouldn’t. But I have earned a reputation for infamously curious, sometimes irreverent, sometimes endearing moments that show me a little more about people every time.
Work
It’s done me well.
And I will happily lead the leap off the end of the pier — with one of your trusted teams — to create something unforgettable.
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