Work can only be universal if it is rooted in a part of its creator which is most privately and particularly himself.

-Tyrone Guthrie

Brands typically try to smooth out the edges—polish everything to a uniform shine. In the post-AI world, it’s the idiosyncrasies that will make for truly winning brands.

Mission, vision, values are pieces of paper that can change with a board meeting.

Personality is actually having something to say and a unique way of saying it. Something that is core to the brand itself and not a committee’s reaction to societal trends.

See: Liquid Death