Know yourself, know your target. Sounds like a simple enough rule for building a strong brand. But, you’d be surprised how many brands don’t understand their reason for being, or how that aligns with their audience’s values.
In this, the inaugural video of Marc Stoiber’s Futureproof Brands series, Stoiber explores how brands like Patagonia and Apple have succeeded by leading with an emotional mission, and understanding where that mission intersects with the aspirational values of fans. The lesson? Every futureproof brand begins with soul-searching and insight.
Marc Stoiber is a creative director and brand strategist who helps clients build robust, futureproof brands.