What The Hell Is This?: Creative Freedom, Brand Growth
Discover how creative leaders and artistic intensity unlock transformative brand growth.
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From da Vinci to Rorschach, artists, psychiatrists and scientists have studied what people see and the emotional value they perceive. Artistic intensity changes the way people see. The way leaders see. The way consumers see. Creative freedom liberates artistic intensity. Increasing the catalytic power of creativity. Eliminating preconceived ideas. Start from a better place.
Are you ready?
Elevate your brand to the next level. Dismantle preconceptions, gain brand clarity, uncover your ideal consumer, and reconstruct bold, transformative actions. This process positions your brand for growth opportunities by changing how people see and experience your brand.
This book will teach you how to:
Take leadership of the brand development process.
Wipe out preconceptions and creative blocks.
Empower yourself to make genesis decisions.
Clarify the expression of brand distinction.
Immerse into the ideal consumer’s world.
Transform brand growth opportunities.
Enjoy your creativity again and again.
...and much more.
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In 2000, Tom Cox’s work at Coca-Cola was globally recognized, setting the stage for a transformative career. But when the dot-com crash upended his world, Tom turned that setback into a 20+ year fractional journey. His Brand New Eyes approach to brand development saved his career and unlocked greater opportunities. Through his book What The Hell Is This? Tom offers a strategic, creative framework that can transform any brand—just as it has for over 140 brands during his career.
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In What The Hell Is This? Tom Cox reveals his immersive Brand New Eyes approach, a game-changing framework for creating standout brands. Inspired by art history movements like Expressionism, Portraiture, and Cubism, this quick-read, how-to guide empowers creative leaders to make bold, game-changing decisions. Wherever you’re at in your journey, Tom’s approach will boost your confidence, help you avoid the trap of “well-crafted sameness,” and raise your team's energy. Learn how to create brands that add true value and stand out in a competitive market.
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Everyone benefits…
Gain confidence with subjective decisions.
Be known for work that adds value.
Avoid client discontent.
Prevail over risk avoidance.
Raise the brand energy level.
Shun apathetic reactions.
Break away from ‘well crafted’ sameness.
and most of all, elude responses like “What the Hell is This?”
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Tom’s 30+ years of experience spans the creation of iconic brand identities for Coca-Cola, Surge, Holiday Inn, Coca-Cola x NASA, and many more. His strategic blend of design symbolism and emotional branding has shaped some of the most recognized brands in the world. Through his Brand New Eyes process, Tom has refined his ability to help creative leaders and entrepreneurs elevate their brands to the next level. Whether it’s brand clarity, strategic insights, or uncovering hidden potential, Tom’s approach unlocks transformative opportunities.
Tom now helps creative leaders of growth-stage brands unlock artistic intensity to drive visionary change. His Brand New Eyes Strategy Boost and Next-Level Strategy engagements help businesses gain clarity, identify their ideal consumer, and develop bold, transformative actions for sustainable growth. Tom is renowned for his ability to dismantle preconceptions and deliver immersive, strategic brand transformation.
What The Hell Is This? is more than just a book—it’s a practical roadmap for creative freedom and brand growth. Whether you’re a seasoned or an aspiring creative leader, Tom’s methods empower you to navigate the complexities of brand development. Gain a better understanding of the process and unlock your full potential. It’s your turn to break away from the ordinary and create something that truly resonates.
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