The truth of the matter is that anyone can start a business that sells a product or service. Sometimes those businesses grow into bigger companies. More times than not, they remain small ventures that few customers ever find or support. Even with the advent of what I call the "great equalizer"; the affordability of powerful desktop computers, intuitive graphics software, free website development tools, and blazing Internet connections — brands just don't happen.
Brands are built over time — not over night. They take commitment, direction, and focus to allow complimentary programs to be defined, developed and deployed. I'm not talking just about marketing programs, these initiatives include company-wide efforts that unify everyone's energies toward the same common objective — the growth and success of the brand and the meeting and delivering on customer expectations.
Accomplish this, and the brand will begin to grow and establish an emotional connection with its customers. Don't, and regardless of whether your brand embodies trust, tradition, or innovation, it will never inspire a loyal following.
That's where I come in. My job is to create that emotional connection by developing great visual communications for companies and their products. Be it advertising, design or web, my approach is extremely clean, concise and targeted. My goal is to be creative in everything I do — except billing.
If you talk with my clients, they'll tell you that I do not pretend to be a big agency. I do however provide them with big agency experience, thinking and execution.
I can do this because of my 20+ years of experience, working as the Executive Creative Director for several national and international ad agencies on local, regional, national and multi-national accounts. Beyond the breadth of experience, my success is also due to the fact that I have the creative DNA to accomplish what I can envision. So unlike my years at the big agencies, I no longer create the ideas that win the business and then assign the work to one of my creative teams to execute. What my clients see is entirely conceived, designed, created and executed by me.
That's what makes my brand of advertising and design unique. And, it's what's contributing to the growth and success of the brands of my clients.
