#64: How to build emotion into your brand

and connect on a deeper level to your audience

Early in my career, I was helping to interview a junior creative for a role. She told me proudly about a big project she’d worked on — a global brand, a strategy role, something that sounded weighty and important.

But as she walked me through it, it became increasingly apparent that what she’d been told was “brand strategy” was, in reality, just cleaning…