Always nice to see the creative process to define “What can a brand stand for these days?” uber-simplified to a 4-day immersion at the client HQ and a visit at the agency; the references to Coke, Nike and Apple to introduce what great brands stand for; the Venn diagram…

I’m sure it was way more convoluted but it’s nice to think that sometimes it should be that simple!

https://www.newyorker.com/magazine/2017/05/22/vice-and-lululemons-brand-innovation