“Brands are responsible for how we see the world.”

Key Insights

Think More Longitudinal and Less Campaign

When you are looking at marketing, it’s easy to become fractionalized by going from one campaign to the next. It’s also easy to lose site of what your company’s overall mission is. Instead, try to look at the future of marketing – and where your company can stand out as a whole. Is there social building that can happen? Is there a place for you in the metaverse? Look at the big picture, then break it down as opposed to running from small project to small project.

Expect to Fail

No one wants to fail, but the truth is you’re probably only right about 25% of the time. With how fast things are moving, don’t be afraid to try things faster and fail more. Obviously, you want to fail cheaply – but a fail doesn’t mean the end of a conversation. You should continue to discuss, improve, and learn. 

Don’t Overload New Customers

If you meet someone for the first time, do you want to hear their entire life story? Of course not. It’s not something we do socially, and it makes people want to leave – so why do it with your brand or marketing? Use progressive disclosure, conversationally, over time to grow affinity.

About the Guest:

As a Managing Director and Lead of Fjord (a part of Accenture Interactive) in North America, Nick is responsible for leading the region in the pursuit of paradigm-shifting, impact-driven digital and physical design that breaks new ground for clients and contributes to positive systemic change around the world.

Prior to joining Fjord, Nick was Partner and co-founder of Big Tomorrow, an experience design agency focused in healthcare, education and entertainment, an Executive Creative Director at the global innovation and design firm frog, where he led their flagship San Francisco studio.

He holds a Master’s degree in Industrial Design from Rhode Island School of Design and a BFA in Graphic Design from Syracuse University.

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