The problem with the word no is figuring out where it’s coming from.

Turning no into yes is often a cat and mouse game with the marketing team. You might have 10 clients on a single brand with a claim to input and by the time you’re done, your big idea might not be so big and your enthusiasm may certainly have waned. Your idea finally gets moved upstairs with the warm endorsement of a semi-aligned brand team. Sound familiar?

If this is a regular routine, and when you look yourself in the mirror, with absolutely no self-aggrandizing bullshit you can say, without equivocation, that this is your best work and that the big idea for the brand has been pillaged to death, you’ve enter the club of no authority. The club of no authority, wields the only axe they are authorized to carry.

Have you noticed that decision making around big ideas by marketing teams is often a chess match.

They cannot give you a yes, because yes is not in the room. When the idea finally climbs the last flight of stairs and enters the corner office, it may not get that yes because it’s been watered down. The corner office thinks and behaves differently.

The corner office is not worried about the corner office.

The corner office wants the big idea to be truly big and liberating. The corner office wants your expertise above all else.

This is your moment.

Do everything in your power to be in that room and have your original iteration of the idea at hand. If the idea starts to take a dive offer the alternative solution, one of your originals. If it achieves yes, immediately give credit to the marketing team for pushing you to no end.

If it all falls flat, accept responsibility and start asking a lot of questions, get the corner office in on the dialogue. Show your humility in the face of their expertise, work to an insight, listen intently, walk out armed, tell them you’ll be back in 48 hours, ready to deliver a yes.

All client companies have their rules of engagement and most of the time you will be bound by these rules and the culture that defines them.

Work towards a unified C suite presentation with your client team. Ask them about a plan and make it together.  Your clients will appreciate this effort more than you realize. After all, a resounding yes benefits everyone.

In April Team Brandforming was on location in Florence Italy at the incredible Belmond, Villa San Michele, shooting our campaign for Monvieve.

Monvieve is a haute couture Italian Fashion Brand. Monvieve designs and handcrafts bespoke bridal veils in Italy. Each veil is a unique work of art, as fine and beautiful as you can imagine. Our client, is Alison Miller, the creative director, owner and driving force of Monvieve.

Villa San Michele dates from the 15th century, the Villa’s facade is attributed to Michelangelo. Step inside and you experience the ethereal beauty and solitude of a Renaissance monastery that is as much a part of Italy’s culture as her great cathedrals. Grazie’ a lei Clio Cicuto and the entire team at Villa San Michele.

For those who know me personally, you will immediately grasp the joy in this moment, a lover of art, art history and nearly all things Italian.  

To work with another Italian luxury brand such as Monvieve and to shoot in Florence, puts this gig on the top of my list of great experiences. Our photographer, Massimiliano Botticelli and his all star team did an amazing job. They flawlessly executed a long and intense day of shooting. His team hit every mark in our production schedule to take best advantage of the glorious natural light. Max did not stop until the sun was gone from the sky. Grazie’ a lei Max!

Composing images for our campaign #MonvieveMoments against a backdrop designed by Michelangelo was the culmination of a tremendous amount of work by our client. Team Brandforming was thrilled to play our part in bringing the story to life. It takes years of dedicated focus and talent to succeed in the fashion industry and Alison is on her way to her next great success.

Defining Moments is what Monvieve is all about and it is exactly what is achieved whenever a woman steps into a Monvieve product. It is a transformative moment, a defining moment, a #MonvieveMoments

Check out some of our production stills up on the Monvieve Facebook page. Follow Monvieve on Instagram. Please remember, it’s nice to share.

I took this picture of two espresso cups at one of our infamous creative rave sessions, this  time we were in Miami cooking up some big ideas for a global healthcare brand. Espresso is a hot commodity at these sessions. We often go at ideation for days on end. Our energy stores can run low while we fill the room high with ideas. An afternoon espresso or two have been known to shake loose the cob webs.

Ideas are not usually far behind. In Cafe veritas.

And my cafe of choice, if given the choice is Sant’Eustachio il Caffè 

If only every creative session could be held at 82, 00186 Roma RM, Italy

Basta