About Me

Branding a better future at the intersection of business, lifestyle, culture and the Internet.

Seth Godin said it best. “Instead of wondering when your next vacation is, maybe you ought to set up a life you don’t need to escape from.” My thoughts exactly. Life is too short to live and work like a zombie. Even when things are stressful. Even when it’s Monday.

I’m driven by passion, knowledge, purpose, & results. Since moving to Minneapolis from my small-town Minnesota birthplace, I have worked as a writer (copywriter, script writer, blogger and poet), designer, art director, brand/interactive strategist, guest speaker and entrepreneur. I think the best problem-solving is both creative and strategic and apply both in everything I do. I’m a “big picture” guy who gets a rush from developing new ideas and pushing the boundaries of business and culture.

There’s something I should tell you.

I don’t like the way things are. Nearly everywhere I looks I see one foot stuck in the past and one foot afraid to move forward. We stopped building. We stopped creating. We stopped making foolish and glorious attempts to fly. The truth is, we’ve caught a serious case of bullshit (see what I mean here). I think we can do better — as people, as businesses, and as brands.

Some thoughts:

• Business, lifestyles, values and culture are changing rapidly.
• If brands don’t keep up with (and initiate) these changes, they’re sunk.
• Our responsibility as creative professionals is to galvanize this change.
• It’s essential to transcend the status quo and build a better world.

I’m working as Client Strategist for Morsekode & Interactive Director at MNFashion.

My favorite things:

Brand. Digital. Culture.
My work has three primary areas of focus:

Know thyself. A brand’s essence is an abstract and spiritual thing. It’s hard to pin down, but it’s the soul of business and communication. Understanding what your brand stands for is the first step toward meaningful impact. I take brands through a detailed, collaborative discovery phase, distilling “brand essence,” and determining and prioritizing your unique brand attributes.

A solid strategy will formulate methods to connect a brand with an audience. And these days a smart strategy is largely digital. The Internet is the new place to see and be seen. We live increasingly online, and understanding the tools, functions, and future of the Internet are key components of a successful brand. I use, study, and evaluate online tools and strategies on a daily basis, and am ready to apply them to your business.

It’s no longer enough to make, market and sell a product. Now, brands need to resonate with their audience on a deeper level. This requires new thinking toward business and thoughtful consideration to what a brand means culturally and how it can add value to the daily lives of consumers. Understanding and driving culture is the single best way to make a connection.

No Brand Like Huh?

Why “No Brand Like Home?” Because we’re all brands. Me, you, everyone. Just like brands, our lives represent, and are symbols of, philosophies, ideals, values and aesthetics unique to us. We are more than just ourselves; we are ideas, beliefs, and archetypes. Every choice we make matters because our choices reveal “our brand.”

What does your brand represent? What do you believe in? How do your actions reflect your ideals? The best brands take precise care in answering these questions. And if we as creative professionals want to carve out a distinct niche, so should we.

Connection is all that counts

Let’s connect! I’m always open to meeting new people, sharing ideas, and brainstorming new ways of branding and making the world a better place. I’m available for creative projects, coffee, beer, and speaking engagements.

You can find me on the interwebs:

• james.s.mccrae@gmail.com
• Facebook
• Twitter
• LinkedIn
• Google+