Gavin Johnston

Chief Strategy Officer, Bradley & Montgomery

Free Business Speaker in Chicago

  • Using Symbolism to Drive Marketing

    TOPIC CATEGORY: Business

    A brand is more than one iconic symbol, it’s a system of interconnected images, actions and signs that create a response in your consumers. While it is often put down to something as simple as logo design (which is anything but simple, in fact), identity and branding work extends beyond the creation of a company logo or trademark. The identity of any particular corporation, product or service encompasses a variety of materials including business cards, marketing materials, staff uniforms, advertisements, commercials, web presence, etc. All of this is created to establish an identity that the consumer comes to value beyond the direct benefits of the company. MORE >

    A part of establishing the company brand, the identity work is important in conveying the principles, ideas and standards of the organization for which it is developed. Designers work together with strategists, copywriters, marketing directors and a host of other professionals to ensure that a brand identity is communicated effectively and efficiently from the client to the consumer. And in an age of social media and assumed shared interests, the communication is increasingly a multi-faceted conversation.
    Request This Free Speech
  • Fads, Trends, and Being Relevant Over the Long Haul

    TOPIC CATEGORY: Business

    Staying on top of social and cultural change is difficult. It requires thoughtful observation, reflection, and the ability to connect dots that may go unnoticed in many cases. Similarly, being able to distinguish a trend from a short-lived fit of social interest can make the difference between a meaningful campaign or marketing platform, and a one-hit wonder. Understanding the difference between fads and trends is critical for all organizations. Unfortunately, many decision makers seem to be unaware of their important differences. MORE >

    Both fads and trends play an important role in a marketing effort’s success, but they aren’t the same thing and they need to be treated differently. If they are not, leaders risk burning out adapting to every fad, and critical trends required for a brand’s long-term survival may be missed. So, what are the key differences?
    Request This Free Speech
  • Creating Share of Culture and Driving Consumer Engagement

    TOPIC CATEGORY: Business

    The old brand model advocated the creation of an external brand image to influence consumers. It talked about benefits, it talked about the company, it promised to give you sex appeal. Those times are long past. This is partly due to the sheer number of channels in which people interact, but we believe there is a deeper reason. And that deeper reason is that successful brands reflect culture, not targets or widgets. In other words, talking about what you do is no longer enough. To compete in today’s landscape, you have to convey why you exist and connect it to how people experience their world. MORE >

    So, what role does brand play in this landscape of self-creation? The simple answer is that brands become symbols and metaphors for crafting identity. They introduce, reflect, and influence meaning. The most resonant brands are creating value not just by the products or services they represent, but by the symbolic power they impart. Indeed, meaning has become the most important product a brand creates.
    Request This Free Speech
  • Gavin is that rare breed of open-minded intellectual combined with wicked street smarts. He can go into any anthropological, research situation and blend in like a chameleon - absorbing his surroundings as if he were an analytical sponge. He then formulates powerful, brand defining insights that can change a company's future. Get to know him.

    Phil Gayter