Stop smoking peace pipes

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: can make the world more beautiful, and therefore the starting point for any new creation must be the question how does it make the world more beautiful.

Equally I believe that when you consider yourself intrinsically worthy you will say and do the right thing and not just the popular accepted things, you will have the courage to tell people what’s good for them and not just what they want to hear, brands will be culture leading and not just culture play back, therefore thinking needs to be brave, sometimes unpopular, what’s good for you and not just what you like.

Tomorrow’s brands to me will be born out of the tension and desire to be both brave and beautiful.

These brands will not just fit into our lives, they will have their own ideologies and a powerful point of view, they will have their own mission and purposes, they will lead the revolution and we will be invited to follow them, to live them, to be a part of their worlds.

They will not seek our permis-sion or insinuate themselves into our lives. They will be the artists of their own lives and we will be invited to participate.

To simply conclude branding is a search for new truths, its express purpose is to change the debate, branding is “transformational seeing”. It changes things in the very act of looking at them, offering us a fresh perception of the world around.

Powerful brands make their own culture. They will be our cultural capital, something rare and worth of being sought after. Advertising will be their smoke signals that people look forward to.