Creative Director: Navigating The New World Of Founder-Brands

Creative Director: Navigating The New World Of Founder-Brands
Innovation

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

PSFK Op-Eds
  • 19 december 2016

Lately, we’ve found that the definition of a “big brand” is changing. Decades ago, the big brands were the heavyweights like 3M or Honeywell or GE—the companies that made products and whose success was defined by how many units were sold.

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