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London, United Kingdom United Kingdom

Strategy Director at Ragged Edge

Design

I love everything to do with brands - how they're created, constructed and communicated. Brands are this forever-changing, rich gene pool of ideas, cultures, products and (let's face it) egos. It's why you have to put a brand in the context of the nuances of how people choose...what truly motivates people to behave the way they do...to balance that corporate tendency to believe that if we build it, people will come. My job is to search for many kernels of truth and take many possibilities into one idea that works for business, brand and people. An idea not only to like and believe is smart, but one that goes beyond rationality and you can't help but love. A common space where minds ...