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The Paradox of Brand Experience

I recently had the incredible opportunity to present to a packed house at TEDx PurdueU, on the campus of Purdue University, my alma mater. Clocking in at just over 12 minutes, my talk explores an idea that I’ve dubbed “The Paradox of Brand Experience.”

As a branding firm, sometimes in helping our clients get to what they need, it’s our job to save them from what they think they want. That is a paradox. But that’s not the paradox of brand experience.

My talk seeks to unpack why it is that your technically perfect, A+ deliverables are not always perceived as A+ work by your clients. If you’d like to hear my take on why that is, it involves a groundhog, a wizard, and the Millennium Falcon. You can watch the full presentation in the video below.

If you’re new to TED, you can learn about it here, and check out a few of my favorites herehere, and here.

I’d love to hear what you think. Enjoy!