Confessions of a Creative Director Why This Global Creative and Brand Director Thinks Brand Books Are Passe with Edmund Lam of Cozey
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Nov 18, 2025 
Edmund Lam, Global Brand and Creative Director at Cozey, shifts the paradigm on branding. Drawing from his diverse background in graphic design, music, and fashion, he argues that brand books are outdated. Instead, he champions principle-driven branding, emphasizing authentic connections with consumers. Edmund shares insights on how his unique experiences shape creativity, the importance of team culture in embedding brand principles, and why relatable marketing using real stories and employees is essential for differentiation. A refreshing take on modern brand strategy!
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Brand Books Freeze Brands
- Brand books capture a brand at a moment and can limit future expression if treated as immutable.
- Principle-driven branding lets core values stay constant while expression evolves with culture and context.
Use Brand Pillars As Decision Filters
- Use broad but specific brand pillars to filter decisions across content, product, and experience.
- Apply pillars like possibilities, everyday style, worry-free, and community to evaluate every campaign and product choice.
Make Principles Lived, Not PDF Rules
- Embed brand principles into team culture so people act without consulting a PDF each time.
- Revisit the principles as a periodic 'gut check' to realign experiments with brand truth.
