Chief Strategy Officer
liquid agency inc is a marketing and advertising agency which specializes in experience benchmarking, customer journey, touchpoint design, shopper marketing, retail environments.
I believe that the most authentic and durable brands are built upon a shared set of beliefs between organizations and their consumers. And creating brand meaning is most impactful through an individual’s direct experience with a brand. I’m not saying there is no place for advertising and communications in brand building, but even the world of advertising and PR has realized that it takes more than just pushing out an image and message to get the job done. Being a designer, I have spent my entire career obsessed with Design Thinking – not just the aesthetics of design. Getting below the surface to understand the why, not just the how. This has led me to fully appreciate strategy as a separate discipline – problem solving but through a Design Thinking lens. I am more interested in uncovering the authentic beliefs and story of a brand, rather than inventing something out of thin air. But, I am ultimately interested in seeing a strategy activated, because great strategy is pointless if it never sees the real world.I’ve been lucky to help shape some of the world’s most amazing brands – both large and small. I have also been fortunate to have worked with some equally amazing people along the way, who have taught me a lot. For example, I have learned from my cultural anthropology and B-School colleagues that connecting the dots between organizational culture, brand meaning and business strategy creates the most engaging and powerful brands with people. I co-founded an agency from scratch and repositioned it to become a digital agency, which we later sold in the heyday of the dot-com era. After the bubble burst (along with the company), I went to another agency that I later bought with two other partners. Buying an agency is much harder than selling one by the way. I have always been on agency leadership teams, helping to steer them into a new future. But what I most enjoy is working directly with clients, helping to steer their brands into a new future as well.
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