When it comes to branding, there is a problem with the concept of specializing in a specific industry. There is a natural tendency to “flip to the back of the book” for subsequent clients, bringing preconceptions about the client and the industry that feel like they are the beneficial result of one’s deep industry experience: after all, it was your well-earned insight in the first place; it must still be right.
I don’t see it that way. I believe in the Genius of Stupidity. I believe that all of the truly breakthrough insights come from the place where you simply do not know enough to approach it like everyone always has. Where you mishear things and make unsupportable leaps between ideas.
Great branding depends on the ability to make connections that others haven’t. To grasp a single vision through myriad lenses, understanding what both the creator and the user appreciate. Great branding allows everyone to hear your story in the way that makes most sense to them.