Stories of Conviction
When your scale outgrows your story.
Behind every enduring brand is a moment of decision - when belief had to become action. I thought I’d revisit and assemble a few I’ve had the privilege of contributing to. If only for my own entertainment. They’re not about best practice, but about what it takes (in the immortal words of Dolly Parton) to find out who you are and do it on purpose, when the easier path might have been to compromise.
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Like what do you do when you have a fractured global brand, communications, and marketing organisation, and are needing to support premium pricing while you aggressively expand distribution?
That was the challenge facing Heineken.
You elevate the beer by elevating the drinker. You leverage the one thing that makes you distinctive (you’re found everywhere). You recognise that young men hunger to look and feel like they know their way around the world. You position your brand as the choice of those who do, unlock your true superpower - worldly ease - and ship a long-term global creative platform.
Sometimes the answer is hiding in plain sight as a deviation from expected data point in a brand tracker.
Need help finding your brand’s superpower and manifesting it in the world with intent, conviction, and authenticity?
Let’s talk.