Zeus Jones’ Post

What do you do when you feel the onset
of #marketing malaise? 🙇🏾 Step 1: Channel your inner anarchist 🤪 In our Substack newsletter, Within Sight, we’ve been exploring what it means to build #EmergentBrands: brands that are always in motion, deeply human, constantly growing, changing, and shifting. Creating these brands requires new ways of thinking, and setting aside the old ways that no longer serve us or apply to our modern world. To get at the root of that malaise, we’re training everyone to put away the same old restrictive brand strategy tools and replace them with ones that inspire and expand our mindset. Over the next couple months on Within Sight, we’ll be diving deep on five crucial mindset shifts that can help marketers and strategists, through the lens of #BrandAnarchy, move toward this new practice. Our first post in the series is all about moving from groupthink to Responsible Disobedience: challenging norms not just for the sake of rebellion, but for the pursuit of a sustainable, equitable, and human-centric future, including: 🤖 How #AI can support, augment and accelerate the deeply human process of building an Emergent Brand 📙 A link to the first chapter of our Building Emergent Brands guide: a quick-hit resource for the Brand Anarchy mindset shifts 💬 Prompts and thought starters to help you put this mindset shift into practice ✨ Tools to fuel your brand vision and spark Read the post and subscribe to Within Sight here: https://lnkd.in/eGRVE8wp

What if rather than constantly chasing down audiences, your brand created its own world—one that is dynamic, participatory, and continuously evolving? And most importantly, that welcomes people in? The third mindset shift in our #EmergentBrands series is all about moving away from communication silos and focusing on how your brand needs to actively engage. We call it Brand World Building, and it starts with identifying a compelling and enduring idea that helps attract and unite people. 🌎 Get the latest chapter of our Building Emergent Brands guide—on shifting from communications to building a Brand World—for ideas to get your team started creating a solid foundation, then build on it through identity assets, cultural products, and participatory experiences. https://lnkd.in/gwxCfjey

In order to bring meaningful, thought-provoking and unexpected inputs to our work, we implemented a bi-annual collective pause. Zeus Jones will be closed July 1-5 for our Summer ⚡ Recharge. We’ll use it as a moment to close our laptops, take a breath, and find inspiration outside the office. Joneses will return on July 8.

There are five mindset shifts needed to foster #BrandAnarchy and today, we’re diving into the third: Brand World Building. 🌎 Building a brand world is a key element of #EmergentBrands because it allows for imaginative expansiveness and the constant evolution of the brand in a broader cultural context. When the brand’s world is crafted around a core brand idea, identity assets, cultural products, and participatory experiences, it welcomes people in instead of chasing them down. It gives audiences a world they want to be a part of—a world that can grow and connect with bigger ideas, and be engaging and transformative in brand new ways. By adopting a world-building mindset, you commit to continuously evolving your brand to meet the future 🔮 with creativity and confidence. Learn more, including what questions to ask to begin World Building, in our Substack newsletter, Within Sight: https://lnkd.in/gQ93GdkS

A look at how we built a new go-to-market capability for a century-old design leader. 🌿 Thank you Bounty Hunters, for the feature!

We’ve been looking back at some of our design projects from the past few years. This time we’re highlighting our recent work with Hazelden Betty Ford Foundation. Hazelden Betty Ford is the leading authority on addiction treatment and recovery, and the nation’s largest nonprofit substance use and mental health care provider. We partnered with them to crystalize a modern cultural point of view and distill it into a cohesive #creativeplatform. This platform included a campaign tagline, messaging, and a distinct look and feel representing the emotional journey of recovery.

Over the coming weeks, we’ll be taking a look back at some of our design projects from the past few years. This week we’re highlighting OrisDX. OrisDX is a biotech company that is making it easier to screen for oral cancer, through saliva testing. We partnered with them to create a #brandidentity system, along with a new logo and a brand toolkit, that helps them create assets for investor presentations, their website, and other promotional and storytelling materials as they continue to find investors.

When it comes to research, what would happen if you started with listening rather than solving? #MindsetResearch prioritizes communities that are important to the future of your business—not just your target audience—so you can tune in to the heart of those communities. This type of research often starts with broadening our idea of what a community is. It helps answer questions like: ❤️ What communities are at the heart of your business? 💡 What can you learn from them? 🔮 How might this impact your organization, today and in the future? Curious about how Mindset Research can help your business really listen to what communities want and need? Get started by downloading a worksheet that will help you apply this thinking to your work—and identify which communities are crucial to the future of your organization: https://lnkd.in/g6QZKVX5