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	<title>business Archives &#187; Brandforming</title>
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	<description>Head for the Heart</description>
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	<title>business Archives &#187; Brandforming</title>
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		<title>Aversion Control</title>
		<link>https://brandforming.com/2023/10/17/aversion-control/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 17 Oct 2023 22:30:48 +0000</pubDate>
				<category><![CDATA[advertising]]></category>
		<category><![CDATA[agency life]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[clients]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[leadership]]></category>
		<category><![CDATA[management]]></category>
		<category><![CDATA[mentorship]]></category>
		<category><![CDATA[mindset]]></category>
		<category><![CDATA[Talent]]></category>
		<category><![CDATA[agency culture]]></category>
		<category><![CDATA[in-person]]></category>
		<category><![CDATA[management and business]]></category>
		<category><![CDATA[return to office]]></category>
		<category><![CDATA[slack time]]></category>
		<category><![CDATA[virtual]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6597</guid>

					<description><![CDATA[One thing I’ve noticed in this semi-post pandemic work world is that despite demands by many companies that people return to the office, many people continue to work with a remote mindset. There seems to be an aversion to getting together in the same room and hashing it out, whatever it is. Physically, on days]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6597</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/10/DALL%C2%B7E-2023-10-17-18.16.53-Illustration-of-two-people-in-the-same-office-back-to-back-staring-off-into-space-smiling.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2023-10-17 18.16.53 &#8211; Illustration of two people in the same office back to back staring off into space smiling]]></media:description>
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		<item>
		<title>User Experience Mindset</title>
		<link>https://brandforming.com/2023/03/15/user-experience-mindset/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Wed, 15 Mar 2023 20:20:42 +0000</pubDate>
				<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[customer journey]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[design thinking]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[mindset]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[utilization]]></category>
		<category><![CDATA[consumer mindset]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6221</guid>

					<description><![CDATA[The most important context of user experience design is consumer mindset. Before we start pushing pixels around, we should be working hard to understand consumer wants and needs. Gathering insights into their emotional desires is critical to creating an experience, throughout the entire customer journey, that in both subtle and direct ways will reinforce your]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6221</post-id>
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				<media:description type="plain"><![CDATA[Consuer Mindset DALL·E 2023-03-15 16.05.04]]></media:description>
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		<item>
		<title>Uninvited Guests</title>
		<link>https://brandforming.com/2023/01/26/uninvited-guests/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Thu, 26 Jan 2023 18:59:29 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[bad actors]]></category>
		<category><![CDATA[blogging]]></category>
		<category><![CDATA[reflection]]></category>
		<category><![CDATA[value]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6118</guid>

					<description><![CDATA[The air was blue with my rants as I discovered my site had been hacked. The blog section filled with spammy, fraudulent posts &#8212; from the bizarre to the disgusting. I removed all the bad posts and changed my login credentials, only to discover a few weeks later they were back in my site. How?]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6118</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/01/DALL%C2%B7E-2023-01-26-13.49.51-a-snake-inside-a-bird-house-in-the-style-of-salvador-dali.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2023-01-26 13.49.51 &#8211; a snake inside a bird house in the style of salvador dali]]></media:description>
		</media:content>	</item>
		<item>
		<title>Leave your creative team alone</title>
		<link>https://brandforming.com/2022/12/14/leave-your-creative-team-alone/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Wed, 14 Dec 2022 16:57:15 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[creative team]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[ideation]]></category>
		<category><![CDATA[productivity]]></category>
		<category><![CDATA[agency culture]]></category>
		<category><![CDATA[creative teams]]></category>
		<category><![CDATA[creativity]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6089</guid>

					<description><![CDATA[Disrupting your creative team is a detriment to their productivity. You may not want to believe it, but it&#8217;s true. The agency ecosystem is rife with meetings, some days are spent almost entirely in meetings. Meetings are not the only black hole. There are the armies of account service personnel, project managers and producers who]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6089</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/12/DALL%C2%B7E-2022-12-14-11.42.41-a-hand-in-front-of.-camera-lens-stopping-the-picture.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-12-14 11.42.41 &#8211; a hand in front of. camera lens stopping the picture]]></media:description>
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		<item>
		<title>Lighting First Aid</title>
		<link>https://brandforming.com/2022/11/13/lighting-first-aid/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 13 Nov 2022 23:50:31 +0000</pubDate>
				<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[commercials]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[director of photography]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[lighting]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[cinematic]]></category>
		<category><![CDATA[Commercial Production]]></category>
		<category><![CDATA[Content Creation]]></category>
		<category><![CDATA[head for the heart]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Vocal Pictures]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6073</guid>

					<description><![CDATA[One of the challenges that comes with the democratization of camera technology is that anyone who can afford a video camera or smart phone can consider themselves filmmakers. “Do it yourself” starts to feel like an obligation because it seems so achievable.  Running around swinging a camera, pointing-it here, there, and everywhere without the benefit]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6073</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/11/DALL%C2%B7E-2022-11-13-18.42.08.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-11-13 18.42.08]]></media:description>
		</media:content>	</item>
		<item>
		<title>All media is exclusive media</title>
		<link>https://brandforming.com/2022/10/14/all-media-is-now-exclusive-media/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Fri, 14 Oct 2022 18:51:45 +0000</pubDate>
				<category><![CDATA[brand design]]></category>
		<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[creativity]]></category>
		<category><![CDATA[engagement]]></category>
		<category><![CDATA[Media planning]]></category>
		<category><![CDATA[Patagonia]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[storytelling]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6035</guid>

					<description><![CDATA[There was a time when almost all media was inclusive. The old analogue days of 13 TV Channels, rooftop antennae, a handful of news programing and perhaps a few dozen major newspapers and magazines. There were some specialized publications, and radio stations were somewhat local, but they were the exceptions. Media was broadly casted by]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6035</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/10/Patagonia-Pub-Photo-Guy-Mastrion.jpg?fit=1024%2C576&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Patagonia Pub Photo- Guy Mastrion]]></media:description>
		</media:content>	</item>
		<item>
		<title>Segmentation Hurts</title>
		<link>https://brandforming.com/2022/09/19/5992/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Mon, 19 Sep 2022 12:15:44 +0000</pubDate>
				<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media buying]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media marketing]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[Media planning]]></category>
		<category><![CDATA[Media Strategy]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5992</guid>

					<description><![CDATA[What was true during the American Revolution is still true today and applies equally well to the media. Better together. The hyperbolic segmentation of media is a landscape of diminishing returns. With some notable exceptions, media performance reviews leave more questions than answers. The ideal scenario is one of ever improving ROI as refinements are]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5992</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/10/Join-or-Die-by-Ben-Franklin.jpg?fit=1024%2C734&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Join, or Die by Ben Franklin]]></media:description>
		</media:content>	</item>
		<item>
		<title>The Give and The Take</title>
		<link>https://brandforming.com/2022/08/28/the-give-and-the-take/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 28 Aug 2022 14:10:21 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[clients]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[presentations]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[agency selection]]></category>
		<category><![CDATA[new business]]></category>
		<category><![CDATA[pitching]]></category>
		<category><![CDATA[procurement]]></category>
		<category><![CDATA[vendor selection]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5933</guid>

					<description><![CDATA[It was the second meeting. The first was a year ago. The client asked for the second meeting to discuss an update to their business challenges. The first meeting seemed to go well. The indications were positive. During the first credentials meeting, the client was highly engaged, asked tough questions, agreed vigorously with the answers.]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5933</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/08/DALL%C2%B7E-2022-08-25-15.15.23-cow.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-08-25 15.15.23 cow]]></media:description>
		</media:content>	</item>
		<item>
		<title>Caretakers vs Risktakers</title>
		<link>https://brandforming.com/2022/08/21/care-takers-vs-risk-takers/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 21 Aug 2022 15:04:08 +0000</pubDate>
				<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[clients]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[ideas]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[selling]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[big ideas]]></category>
		<category><![CDATA[caregiver]]></category>
		<category><![CDATA[creativity]]></category>
		<category><![CDATA[head for the heart]]></category>
		<category><![CDATA[risktaker]]></category>
		<category><![CDATA[tightrope]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5917</guid>

					<description><![CDATA[To the untrained observer, walking a tightrope seems like a high-risk activity. To the well-trained acrobatic artist, the tightrope is a platform for their creativity. The risks are well-calculated and the practice so refined, that confidence brings buoyancy to their work. In the world of ideas, clients and agencies must come to a mutual understanding]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5917</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/08/DALL%C2%B7E-2022-07-28-14.29.26-tight-rope-walker-high-in-the-sky.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-07-28 14.29.26 &#8211; tight rope walker high in the sky]]></media:description>
		</media:content>	</item>
		<item>
		<title>Customer retention through attrition</title>
		<link>https://brandforming.com/2022/07/24/customer-retention-through-attrition/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 24 Jul 2022 22:08:05 +0000</pubDate>
				<category><![CDATA[brand design]]></category>
		<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[attrition]]></category>
		<category><![CDATA[brand experience]]></category>
		<category><![CDATA[customer retention]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5893</guid>

					<description><![CDATA[Brands such as Spectrum are, for all intents and purposes, monopolies. Their monopolistic stature affords them the illusion that they do not need to be the best in total quality. I finally cut the cable cord and will just go forward with Spectrum internet service. The value proposition of cable TV evaporated long ago. I’m]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5893</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/07/DALL%C2%B7E-2022-07-24-17.56.14-line-of-people-waiting-in-outer-space.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-07-24 17.56.14 &#8211; line of people waiting in outer space]]></media:description>
		</media:content>	</item>
		<item>
		<title>Voices from the back of the drawer</title>
		<link>https://brandforming.com/2015/12/31/merger-voices-from-the-back-of-the-drawer/</link>
		
		<dc:creator><![CDATA[Flat Stanley]]></dc:creator>
		<pubDate>Fri, 01 Jan 2016 03:00:11 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[creative agency]]></category>
		<category><![CDATA[guy mastrion]]></category>
		<category><![CDATA[HeadForTheHeart]]></category>
		<category><![CDATA[IPO]]></category>
		<category><![CDATA[mergers]]></category>
		<category><![CDATA[Pencils]]></category>
		<guid isPermaLink="false">http://www.brandforming.wpengine.com/?p=884</guid>

					<description><![CDATA[Reflections on mergers and IPO's in advertising ]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">884</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2015/12/PencilMerger.jpg?fit=1024%2C1024&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Pencil Merger]]></media:description>
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