On brand,
partnership, and the
power of culture.
These essays examine the forces that determine whether marketing succeeds long before the first campaign is created.
They're about how organizations earn trust, why communities choose certain brands over others, what makes partnerships feel authentic, and why cultural relevance has become a business capability rather than a communications strategy.
Each Perspective explores one idea I've returned to repeatedly throughout my career. Individually they're observations. Together they form a point of view about where marketing is headed, and what organizations will need to become to get there.
Campaigns create moments. Platforms create relationships.
Artists Are the Ultimate Brand Partners
What AT&T’s collaborations with Temi Coker, Handel Eugene and Zipeng Zhu taught me about cultural meaning, mutual value and the power of putting brand scale behind an artist’s vision.
- 02
The Song that Saves Lives
How years of cultural credibility became an original anthem with Wrabel, a music video filmed inside a real Pride celebration, a national tour and a streaming release benefiting The Trevor Project.
7 min read→ - 03
Be Bold. Or Be Forgotten.
Lessons from a Campaign I Couldn't Make Today. What The Love Connection taught me about bravery, community, and how meaningful brands are built through tension.
8 min read→ - 04
How to Build Better Talent Partnerships in 2026
A new model for achieving influence, introducing The Contribution Model, an operating framework for designing partnerships that create durable value for audiences, artists, and brands.
4 min read→ - 05
Your Organization is Your Brand.
Why every business decision has become a branding decision.
9 min read→ - 06
Building Brands That Communities Choose
The strongest partnerships start with serving a community need.
8 min read→ - 07
The Next Era is Cultural Marketing.
Reflections and Predictions.
10 min read→ - 08
Building Credibility with Skeptical Audiences
How do you earn trust from an audience that has learned to discount corporate participation in its culture?
6 min read→