PURPOSE AND PERSPECTIVE

PURPOSE is the reason for which something exists, is done or made. I must have a sense of PURPOSE in everything I do. My own PURPOSE earns me my PERSPECTIVE and hence my own JUDGEMENT.

In my judgement, this applies beautifully to BRANDS. Successful, loved, trusted brands have a strong sense of PURPOSE in what they do. This is WHY they do what they do and what defines their PERSPECTIVE on HOW they do it. People ultimately establish connections and relationships to that sense of PURPOSE and PERSPECTIVE in a BRAND. I take my job to be understanding, helping strengthen and connecting with this PURPOSE so that I can help extend this connection to people.

No project is too small for these big questions and no brand will hurt from being asked.
Brands are like people, they just want attention and, ultimately, LOVE.