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 Drawing from his diverse background in graphic design, music, and fashion, he argues that brand books are outdated.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!
