It’s not creativity you need, it’s empathy. – Craig Davis Now

Let’s face it, 1000 might look like a long list but spare a thought for gazillions of brands that never made it onto the radar.  So what’s the difference between the elite few here and the vast majority of also-rans?  Empathy.


These 1000 brands understand people, they’re relevant and meaningful and they have a role to play in the real world.  In the absence of those connections no amount of conspicuous creativity is going to help.

By far the most potent types of creativity are baked into the brand from the beginning in ways you can’t see, but are built on deep empathetic foundations.