Brand New Conference 2016 Recap

Brand New Conference is a two-day event by Under Consideration on brand identity – chock-full of inspirational talks from some of the design industry’s most significant contributors. Mike and I had the opportunity to attend this year in Nashville (aptly nicknamed the “Athens of the South” – seriously, they even have a full-scale replica of the Parthenon).

There was an implicit, common thread among the speakers this year: make something and own it – for yourself and for your clients. Every organization has a unique story to tell. Designers have the power to support our clients’ sheer force of will and guide where that energy goes. Each of us can help our clients – and ourselves – by truly owning the . . .

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A delighted customer will come back and bring their friends.

Isn’t that every business’s dream scenario—to create experiences so remarkable that their customers not only want to continue to do business with them, but also tell all their friends? I know that’s what I want.

Experiences like that can only be built upon one foundation: a great brand.

And that’s where the problem comes in. It can be a struggle to cultivate a great brand. You want to create the kinds of compelling experiences that really “wow” your customers, and you might be suspicious that brand concept has something to do with it…but it’s all so abstract! You’re not sure where to start.

I feel for you. I really do. Branding is one . . .

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