The Perspective Behind HASTINGS
Over the years I’ve spent a great deal of time sitting across the table from brand leaders trying to solve what they believed were marketing problems.
Marketing activity was happening. Campaigns were running. But something about the brand simply wasn’t sitting right.
At first the instinct in those situations is to fix the marketing. Adjust the messaging. Launch another campaign. Refresh the creative. But over time I began to notice something. Most of those situations were not creative problems at all. They were clarity problems.
Over the years I’ve spent a great deal of time sitting across the table from brand leaders trying to solve what they believed were marketing problems.
Marketing activity was happening. Campaigns were running. But something about the brand simply wasn’t sitting right.
At first the instinct in those situations is to fix the marketing. Adjust the messaging. Launch another campaign. Refresh the creative. But over time I began to notice something. Most of those situations were not creative problems at all. They were clarity problems.
When the truth of a brand becomes unclear,
everything downstream begins to drift.
Messaging loses conviction. Creative work feels disconnected. Teams debate tactics while struggling to articulate what the brand truly stands for.
That realization became the foundation of my work as a brand advisor.
Today the role of HASTINGS is helping leaders rediscover what is true about their brand and connect that truth to what truly matters to the people they serve.
When those two truths align, something important happens.
The brand stops trying to persuade people. It becomes an answer.
everything downstream begins to drift.
Messaging loses conviction. Creative work feels disconnected. Teams debate tactics while struggling to articulate what the brand truly stands for.
That realization became the foundation of my work as a brand advisor.
Today the role of HASTINGS is helping leaders rediscover what is true about their brand and connect that truth to what truly matters to the people they serve.
When those two truths align, something important happens.
The brand stops trying to persuade people. It becomes an answer.