Thoughts

These days, brands do more than just represent a product or service. They also personify a set of beliefs and lifestyles, a list of rules and goals.

Cities are defined by the interactions within them. How can all of these moving parts work together towards common goals? And how do we decide what those common goals are?

City brands, on the whole, should reflect their individual parts: the companies, organizations, institutions, and residents that call it home.

Shaping a museum brand is a tricky task. The institutions serve as guardians of cultural and artistic history while simultaneously pioneering new experiments in thought and expression. How do you capture the contrast—honoring tradition without stifling change?

In his book Good to Great, Jim Collins explains that there are two types of companies: good companies and great companies.