Frequently Asked Questions (FAQs)

How do you brand a city?

You build consensus around a brand core that reflects what visitors, residents, and the business community can embrace.

When we brand cities, we have hundreds of thousands—sometimes millions—of clients. Everyone has an opinion. Everyone has a story. We spend time listening, carefully, and building consensus before we develop the brand core, story, truth, and personality.

How do you get French-trained chefs to embrace a new product by a consumer brand?

You find the tools and techniques that really matter to chefs and then you build the product around those things.

Finding the experiences that matter can mean finding the way food items are combined to produce a dish efficiently, but without making the preparer feel deskilled.

How do you help the resort chain where James Bond stays innovate?

You find new emotional and social jobs that guests want to get done.

There is only so much you can to improve upon the best customer service in the industry. Employees already know how to roll out the red carpet. The key to anticipating ever rising expectations is to identify new emotional and social jobs that guest never knew they wanted done.

How do stage an experience for consumers when you make the product but you don’t own the store?

You storyboard the experience that you want the consumer to have. Then you leverage packaging, product design, and point of sale.

Even if you don’t control all elements of the experience you can produce the emotions that encourage consumers to see your brand differently. Even if you are stuck on a shelf next to the generics, you can mean more to your consumers.

How do create a more meaningful brand experience in the public spaces of the most meaningful museum in America?

You articulate foundational experience design principles, then facilitate new types of charrettes and conversions.

The scope of a redesign is determined by its foundation. Sometimes you can pull a whole new feeling out of a place by getting very talented people to see things just a little bit differently.