Leland Maschmeyer, Executive Creative Director and Co-Founder of the brand consultancy company Collins, talks about brand strategy as an exercise in storytelling, and how "the personal is universal," and making corporate choices that define your brand around a quality of meaning. How do millennials process marketing messages? Is the experience economy viable? "So many people who have worked in this industry are so sick of slick marketing, and manipulative marketing, and trying to do things that don't feel like they're contributing to the world." - Leland Maschmeyer references: * "It's the end of fashion as we know it," says Li Edelkoort (Dezeen Magazine) * Streetwear Has Officially Gone Luxury (Elle Magazine) * Public relations campaigns of Edward Bernays (psychology in marketing) * The Hidden Persuaders (book) * Down and Out In The Magic Kingdom (book) * FOMO *