Brand marketing isn’t always about budgets. It isn’t always about flash or pomp. It isn’t always about contemporary or crass humor. It is, however, always about the customers. And unless you can connect with paying customers, it won’t matter if you’re peddling products on a shelf or selling services from your website- the business will fail or remain mediocre at best.
There I was, sitting in a hotel room in Waikiki sometime in July of 2014, confronted with an agonizing thought, “I had settled for good enough.” I’m not sure how it all began. Staring out that window, seeing a gorgeous beach in perfect weather, should have been a really great moment.