In this episode, we discuss how critical alchemy is in strategy, through a magical combination of positivity, people, places, and jumping intuitively on powerful serendipity when it presents itself. We talk about why it’s difficult to define but easy to see when great alchemy turns up in the world. We discuss our favourite alchemic brands, from fashion to film. Plus, we offer a few tips to help you get a invite alchemy into your strategic thinking.

Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by ITTT co-host Michael Aneto.

About your hosts:

Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal.

Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. And why some things are funnier in Finland than France.

About Berghs School of Communication:

We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on  seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of  graduation. Learn more here.

Feedback?

We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se