al·che·my: 
the power or process to turn something ordinary into something remarkable  ˈalkəmē/. noun

THE ART OF ALCHEMY - This is what we do

Whether turning grapes into wine, coffee into culture or experiences into social currency, it’s all about creating something cult-worthy. It must tap a deep desire within a broad subconscious but do so in an unexpected and irresistible way. Simply chasing engagement statistics is a fool’s errand unless it leaves a truly indelible imprint with lasting attraction.  In a world of infinite choice and noise, brands need to take memorable actions based on previously unforeseen desires. 

The Art of Alchemy starts with the input of hard data but applies critical EQ to transform insights in a non-linear and unprecedented manner. This is how brands can be “inciteful”, becoming a reflexive choice in the minds of consumers.  In short, brands need to be alchemists, not chemists to flourish and endure.

KEY ELEMENTS OF ALCHEMY

Provoke a New Notion

The days of wines conforming to a narrow set of attributes, designated by an even more narrow set of tastemakers, is waning.  Same with brands overall – one must be inciteful, or risk be forgotten. Formulaic narratives and managing to the mean with data simply keeps a brand amongst the herd. It’s time to turn heads with a powerful provocation neither heard before, nor expected. Though,it must take the form of real action and progress, not another saccharin anthem video or slacktivism social campaign. New notions get noticed, provocateurs get traction.

Embrace the Weather

It’s out of your control and changes daily - indeed. Regardless of a farmer’s best laid plans, Mother Nature rules and keeps things interesting.  Likewise, markets today are incredibly disruptive on a daily basis, if not hourly. Being nimble, ingenious and resourceful is paramount to survival. There are no safe bets to greatness, nor retreading past success. While everyone loves a sunny day, we find the storms more interesting and an opportunity to shine. Hence, we don’t simply “work on projects” but lock arms on a mutual mission. 

Have a Signature

The ultimate achievement is to be felt but not seen. Sommeliers spend a lifetime studying the nuances of terroir and vintner techniques, not labels. Having a true brand signature is not about a logo or tagline but that subtle, unmistakable essence making any interaction attributable, even when seemingly anonymous. Empowering brands to finesse the senses will break through the din of sameness of today.