Stories of Conviction

When your superstar leaves - but the story must go on.

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 how do you bid farewell to your most successful and arguably most valuable driver in a way that sets the team and its fans up for the next chapter once he leaves?

That was the challenge facing the Mercedes-AMG PETRONAS F1 Team.

You reframe the narrative. You recognise that for all the heroic status of its drivers, F1 is the most intensely collaborative sport in the world. That every success on the track is the product of hundreds of minds, and thousands of decisions. So instead of simply celebrating the deparure of an iconic figure, you elevate your enduring and vital superpower - teamwork. The force that outlasts any one star.

Sometimes you really can have your cake and eat it.

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

Let’s talk.

martin@emdub.co