• Why does brand execution often kill creativity?

    The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

  • CEO, FutureBrand A/NZ
Rich is the chief of FutureBrand Australia and New Zealand, a global brand transformation company. In July 2020, Rich bought the local operations from IPG, making FutureBrand ANZ his independent branding company with the relationships and resources of FutureBrand worldwide. Rich helps businesses make sense of their brand through a combination of commercial insight and creative provocation. He has worked with some of the world’s most recognised local and global brands to create brand strategies, identities and experiences that grow their business. Rich’s focus now is to double FutureBrand ANZ’s commitment to the local market, invest locally in the company’s brand transformation offer to provide better outcomes for clients, as well as an enhanced employee experience for his diverse team. Rich first joined FutureBrand in 2014 as CEO, Australia before being promoted to CEO, Asia Pacific. Prior, he was managing director of Interbrand Australia for six years and an executive director at Landor for six years as well. Rich is also the founder of Thirty:3, a social initiative dedicated to giving time to people who need brand and marketing help. Rich has a Master’s degree from Oxford University in Litterae Humaniores – that’s Latin and Ancient Greek. He is also a Good Design ambassador, a MGSM Alumni, a husband and dad of three.

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Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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