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I hate Crocs. Nothing would make me wear them...and that's fine. That's the point - let me explian. Most brands are desperate to be liked. They spend fortunes on it. Focus groups. Rebrands. Copy that tiptoes around anything that might upset someone. Every decision gets sanded down until nobody could possibly object. Crocs stopped bothering. And it built a $3.3 billion business. A lump of foam with holes in it Crocs never set out to be fashionable. It launched in 2002 as a boa

Here's what nobody in this industry has the guts to say. Most businesses are lying to themselves. They say they want creativity. They don't. They want the outcome of creativity — the campaign that cuts through, the position that makes them unmissable, the brand that makes people feel something — delivered cleanly, comfortably, and without any of the mess that actually produces it. They want the result without the risk. The breakthrough without the discomfort. The boldness wit

Most brands try to say everything. Tia Maria said one thing. Back at the start of my career, I sat in a room deciding the future of a coffee liqueur. Not tweaking a logo. Not chasing a trend. Rebuilding what a whole brand meant to the people who'd forgotten it was even there. Here's what I learned on that campaign. And here's why it still matters more than most of the work you'll see this year. Clarity beat noise. One true thing, said plain. Difference beat taste. Identity ov