design + content creative direction for purpose-driven brands & Broadcasters

Besides all the progress we have made in the past decade, it’s still complex to describe how a brand can do good. We all know the purpose of corporate and product brands. It is the bottom-line result, and that’s mean being profitable. 

For the last decade, many voices have been shouting against brands, accusing them of being evils, driving our world by heavy consumption and corrupting the new generation by excessive habits. Many anti-branding books emerged and have turned their authors into “brands” themselves.

Until 2010, I had been addicted to the Donald TV show “The Apprentice,” which aired on NBC. Back then, I was fascinated by this business guru and his sudden broadcast success in becoming a TV star and a household name. What most interested me was not the shows, nor his empire, but his brand Trump.