Brand as story

THE GIFT OF YUGEN

12 December, 2018

Yugen is a Japanese word that sits at the core of the appreciation of beauty and art in Japan. It values the power to evoke, rather that the ability to state directly. Zeami Motokiyo, a 14th century Japanese actor and playwright, described yugen thus: To watch the sun sink behind a flower-clad hill. To wander […]

The most important thing that myths teach us is that anything is possible. And the one story within all the great mythological stories is called The Hero’s Journey — the story about the person who goes out and does great deeds on behalf of the group, the tribe, the community. And so our parents bought […]

I love this story about how to write a good creative brief. It’s the same for developing a good brand strategy. There are five possible briefs Michelangelo could have received from his client, Pope Julius II, to paint the Sistine Chapel: 1. Paint the ceiling. 2. Paint the ceiling using lots of red, green and […]

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