"One of the challenges that brands face is being visible and standing out in super-busy, complex markets. Whatever area that you're in, you need to stand for something and stand out. People need to see you but they also need to understand you. But now you've got to do it across so many channels, in so many different ways - motion, sonic branding, verbal - we really have to create very strong brand design systems that work across every single one of those channels."
"You've got to really think about how you're going to tell their story in the right way. What is it you want to communicate that's going to connect with people? Because ultimately all of this is about connecting with consumers, making more of an emotional connection versus more of a transaction. That's probably one of the biggest challenges - making sure that there's consistency but also the right type of communication at the right moment in time as well in order to properly connect with consumers."
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