Navigating Creativity and Brand Evolution

This chapter examines the dynamic partnership between a creative director and a CEO, shedding light on their weekly collaborations that shaped Apple's brand identity. It explores the shift in advertising from traditional agency partnerships to a more specialized approach, addressing the challenges and opportunities this presents for brand-centric leadership. Through personal anecdotes and reflections on innovation, the discussion emphasizes the importance of risk-taking and creativity in fostering meaningful change within companies.