![]() Then it hit me: Maybe my role would be to bring them these principles that the big brands used to make tons of money. I was also jealous of these people whose day jobs were making the world a better place and wondered how I could make my day job be making the world a better place too. And I was shocked at how bad their marketing and branding was. While filming, my crew and I interviewed nonprofits, startups and healthcare organizations. So I decided to use the resources at my disposal to produce a feature-length documentary based on their findings with the goal of unleashing a tsunami of kindness upon the world. This was a time-like now-where I felt the world could use a little more kindness. ![]() One evening, I read an article by James Fowler and Nicholas Christakis of Harvard University about how they had scientifically proven that kindness was contagious. I stumbled upon the theory of evolutionary branding a few years back when I designed and built e-commerce websites for Fortune 500 companies and major brands. You see, successful brands think strategically rather than just visually. This is why the cornerstone of evolutionary branding is identifying what you do differently and better than your competition.
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