Powerful brands need to go well beyond just their product or service and think holistically about the full customer experience and where they can solve problems and remove friction for their customers. Today great branding is rooted in creating highly relevant and meaningful experiences that people find delightful, useful, and easy. KARL: For starters, it’s so much more than a logo or visual and verbal system. And it’s a company of amazingly creative people that value design, branding, and marketing. With a creative heritage and leadership in digital marketing, we have an exciting future building on the power of art and science, and creativity and data. KARL: The chance to help guide a brand that has had such a profound impact on the creative industry was certainly appealing, but more than that, I was drawn to the opportunity ahead for Adobe. YTD: What made you say yes to work with Adobe? I bike commute to work and find it gives me much needed energy for the day ahead. So it’s a rare day that doesn’t include me enjoying a perfect pour-over to start my day, and typically streaming Rdio while catching up on email and Twitter. YTD: Personal question, how do you usually start your day? I’m pretty proud of what the team achieved in a super short timeframe. We honored Charles and Ray Eames by inviting a group of select artists to hack one of their famous mid-century modern chairs-something we thought they’d appreciate given they too were rapid prototypers and their approach informed the new breed of creatives we see today that build on and mashup existing work. But, my biggest highlights come from the work I’m doing now at Adobe, where my team and I are redefining what it means to create, build, and guide brands in 2013 and beyond.īrands today need to be more nimble and responsive, and one of my favorite examples of being quick, creative and strategic is the recent work we did to celebrate Charles Eames’ birthday, which coincided with the day we released our new Creative Cloud desktop apps. Others include building Landor’s global digital practice which brought me to London and Madrid, and developing social media strategies in Beijing and China while at Razorfish. One highlight was briefing Alex Bogusky and CP+B while leading an integrated marketing campaign group at Microsoft for the long overdue response to Apple’s “I’m a Mac” campaign. I’ve had great experiences translating insights into business results through branding and marketing. There are powerful insights in those connections which can have profound business impact. I think that’s what excites me about branding-looking for patterns, and clues in culture, and stitching things together that may not appear related at first blush. When I first entered high-tech marketing, I was hesitant to trust what I learned as a designer, but once I embraced it, I found it served me very well. After all, principles such as time value of money are pretty linear. Yet, when I transitioned more deeply into the world of business and marketing, it took some time to work out how best to apply my approach to more traditional business contexts. It took me some time to realize this isn’t how most approach problem solving, but it’s natural for me and I worked hard at honing that skill while studying design and architecture at UCLA. YTD: Tell us something about you and some highlights of your career as a veteran in branding and marketing. When you soak up inspiration across varied interests, topics that may have seemed separate suddenly present new kinds of connections and in turn, opportunities. And even better, be relentlessly curious about many things.
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