David Swope David Swope

The Power of Branding

We see thousands of logos every day. Here’s a story about one that went missing, and a few thoughts about the real power of branding. It's the first in a series on creativity, advertising and filmmaking—and a shout out to those who inspired me.

Read More
David Swope David Swope

Customers don’t buy WHAT you do. They buy WHY you do it.

So often in advertising, we don’t stop to consider why customers should care about us. We think that if they only knew about our new features, they would surely have to buy our product. But you can’t rationalize someone into making what is often an emotional purchase decision.

Read More