A Few Highlights from FUSE 2018 in NYC

Every time I leave the annual FUSE conference (2013, 2014, 2015, 2016, 2017) — appropriately dubbed The Event for Design & Brand Strategists, I return home infused with extra creative energy, and this year in New York City was no exception, so please brace yourselves dear readers.

Bård Annweiler, Managing Director of Mission, generously provided attendees with an exclusive prelaunch edition of his new book called Point of Purpose: How Purposeful Brands Attract Top Employees, Seduce Customers, & Fuel Profit — I’m looking forward to diving into it.

He also shared some interesting insights about different perspectives surrounding brand, noting many law firms seem to equate brand with a logo, while other brand owners aspire for much more, climbing the stairs as an identifier (adidas), a culture (GE), and an experience (Disney):

Yes, there are not too many law firms that really understand brand, but are they alone? I’m left wondering, because he also noted only 30% of companies have even defined why they exist.

Then, Neil Blumenthal, Co-Founder & Co-CEO of Warby Parker took us all on a wonderful journey in understanding the hip and socially conscious Warby Parker brand, starting with the company’s brand inspiration derived from the adorable and quirky Blue-footed Booby:

Neil also shared and explained with passion the Core Values of the Warby Parker Brand, including these rare gems:

INJECT FUN AND QUIRKINESS INTO EVERYTHING WE DO

TREAT OTHERS AS THEY WANT TO BE TREATED

PURSUE NEW AND CREATIVE IDEAS

DO GOOD

TAKE ACTION

PRESUME POSITIVE INTENT

LEAD WITH INTEGRITY

LEARN, GROW, REPEAT

Tim, will be happy to know that Neil wasn’t able to leave the stage without sharing some interesting insights about the recent April Fools creative co-brand experience with Arbys.

Tiffany will be sharing some of her experiences at FUSE 2018 tomorrow, and I’ll be back after that to share some more of mine, we sure hope to see you at FUSE next year!

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