Stories of Conviction

When the pursuit of innovation erodes the core you’re known for.

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.

***

Like what do you do when your business and brand has become so addicted to chasing short-term innovation uplifts that it’s allowed its core business to be eroded?

That was the challenge facing Milka.

You focus on the money-maker and the product truth you’re famous for. You understand that for many, these are hard and alienating times, elevate it to cultural agenda, and identify your superpower as knowing that softness is what really touches and connects people. You wrap it in a distinctive brand world, and ship a long-term global creative platform that rebuilt organisational conviction and focus, distribution, and growth.

Sometimes it helps to park the metropolitan snark and irony.

Need help finding your brand’s superpower and manifesting it in the world with intent, conviction, and authenticity?

Let’s talk.

martin@emdub.co