ELEVEN SECRETS TO WIN
BIG® NUGGETS FROM THE CONVERSATION WITH WILLIAM ESPEY
- Build a memorable
brand voice
- Be spontaneous, be
authentic, be the revolution
- Create moments where
your ideas can freely come to you
- The best ad cannot
ever make up for a crappy experience
- Creating a brand
voice: Always start with “how do I want to be marketed to”
- Best creative happens
when you have an egoless team
- Successful brands actually
do what they actually say
- Everyone has access to
the same damn data. Hence creatives developed solely by data all
look and sound the same
- Brands start with
clear values. Values lead to a culture of people. External manifestation
of culture is your brand voice
- Customers interact
with the personality, never a company
- If you do not
occasionally cross the line, you are being mediocre and are on the path to
being irrelevant
