2016 Annual Report
2016 was a year where we see the stark risk of relying on self-reported behavior. We spent the year with boots-on-the-ground with users to get a real sense of what the wanted and how they were behaving.
Apple’s Attachment Challenge
When Jobs worked with Chiat to position Apple as the brand For The Crazy Ones, producing the famous campaign of artists, provocateurs, risk-takers and change-makers, Apple laid the groundwork for establishing a deeply meaningful relationship with its user-base. The Think different campaign…