American Express. Converse. GE. Lagunitas. Waze. Warby Parker. We’ve had our expectations turned upside down by these leading brands simply because they saw things differently. By questioning the prevailing wisdom, they create outsized results and lasting change. The Unconventionals chronicles these amazing stories through in-depth interviews with the CEOs, CMOs and visionaries who had an idea that turned the unexpected commonplace.
Produced in cooperation with The Center on Global Brand Leadership at Columbia Business School, these are stories that can inspire us all. But they can also teach us a few things about how to stand out. How to find that “Darwinian” gap that gives you an advantage. The value of pursuing a mission, not just a market. And the best way to co-create with the “crazies” who see the world the way you do. After all, life’s too short to run an ordinary business
Take a deeper dive into key lessons learned and the non-traditional marketing principles behind some of the world’s most successful unconventional brands. PJA partners and co-authors, Mike O’Toole and Hugh Kennedy, explore what makes a brand worth paying attention to and how you can build an unconventional brand, too.