RESUME

A brand is more than a set of guidelines, a marketing statement or buzzwords forced into a sentence. A brand encompasses the thoughts, meanings and emotions that a logo or name evokes. Without intentionally investing in the latter, marketers waste time on the former. I view myself as a 360° marketer. While I am laser-focused on strategizing and creating for the project in front of me, I am always checking the "side mirrors" for the personal experiences, stories and emotions that - to continue with the mirror analogy - are closer to impacting the brand than they appear.