POV
The Charge of the Designer: Connecting with the True Desires of Consumers
In an era of consumer vengeance, Meredith Post, Design Director at LPK, examines the changing role of the brand designer—and how human desires can point us forward.
Brand Strategy
POV
As Wolves Move Rivers, Innovation Shifts Brands
Sharing a story about wolves in Yellowstone Park offers a strategy for sparking disruptive brand innovation.
News
bi3 Sparks New Health Innovation
See how LPK helped a nonprofit develop and launch bi3, a grantmaker brand that’s transforming community health through disruptive innovation ideas.
POV
Bespoke & Bona Fide: Travel’s New Sensibility
As a global traveler and brand storytelling expert, LPK’s Kristi Murnahan explores the world of boutique hotels like Monteverdi Tuscany, a hotbed for successful experience branding.
POV
Desires: On Social Contact, Acceptance, Romance & Family
In the final of our series, Nathan Hendricks explores four desires that shape the human experience: social contact, acceptance, romance and family.
POV
Desires: On Sustenance, Tranquility, Physicality & Order
In the third installment of a four-part series, Nathan Hendricks explains desires that can improve brands: sustenance, tranquility, physicality and order.
HOW TO GO PRO
Work has changed. So has the path to mastering it. Whether it’s design, writing, strategy, trends—or a dream job yet to be determined—we’re here to talk shop and help you hone your chops.
POV
Desires: On Curiosity, Independence, Honor & Idealism
In the second of a four-part series, Nathan Hendricks explains desires that can give deeper meaning to brands: curiosity, independence, honor and idealism.
POV
Desires: On Power, Vengeance, Saving & Prestige
In the first of a four-part series, Nathan Hendricks dissects four consumer desires that lead to better brands: power, vengeance, saving and prestige.
POV
A Strategy Named Desire
Nathan Hendricks dissects our 16 human desires as universal motives that can inspire the creation of more relevant, successful brands.
POV
6 Ways to Unleash Your Existing Assets
With a fresh eye on brand assets and capabilities, Nick Partridge explains that existing equities can make innovation cheaper, faster and more effective.
POV
How to Prioritize and Accelerate Winning Ideas
A new Prioritization Scorecard and Matrix from Nick Partridge, senior innovation director at LPK, helps brands rank and prioritize ideas for execution.
Press
VP of Strategy on IKEA: Why Millennials Love It
IKEA shoppers are ardent devotees, sometimes traveling hours to stock up at a store. Michael Wintrob, VP of Strategy at LPK, weighs in on the Scandinavian furniture outlet’s strategy.
News
With Beautyrest Sleeptracker, Sleep Gets Smarter
Beautyrest partners with LPK on the brand positioning for Beautyrest Sleeptracker monitor, a smart sleep-tracking technology that tracks and improves sleep.
POV
A Guide to Graceful Brand Stretch
To innovate on shorter timelines and smaller budgets, try brand stretch—LPK’s strategy to extend into adjacencies.
POV
In DMI: Consumer Climate Change
Examining how desires can affect product design, Chief Creative Officer Nathan Hendricks offers a brief history of the thermostat in dmi: Review.
News
Out of the Classroom
After working with the University of Cincinnati to connect to its newest generation, we crafted a visual expression that would bring the brand experience to life.
