What inspired you to begin working in brand strategy?
Early in my career, I worked full-time as a designer, immersed in the visual craft. I loved it, but it didn’t seem to be enough on a number of levels.

Clients were looking for more than the visual solutions. One thing they were clearly looking for was content. No one ever seemed to know where the content was coming from! The design firm thought it was being supplied by the client. The client thought it was being done by the firm.

So I started writing—copywriting. That changed everything. It got me closer to the core brand issues that are present in any communications or design undertaking—the essential truth about a brand, about what makes a client’s company successful. From there, it was just one step to brand positioning. The first brand position I developed was for Italian restaurant chain Maggiano’s Little Italy.

What inspired you to begin working in brand strategy?
Early in my career, I worked full-time as a designer, immersed in the visual craft. I loved it, but it didn’t seem to be enough on a number of levels.

Clients were looking for more than the visual solutions. One thing they were clearly looking for was content. No one ever seemed to know where the content was coming from! The design firm thought it was being supplied by the client. The client thought it was being…

Read more here:: Insights: Sol Sender – Putting the O in Story