http://www.psfk.com/2010/04/for-every-accountant-hired-hire-an-artist-psfk-conference-good-ideas-in-storytelling.html

Andy Spade and Anthony Sperduti of Partners & Spade touch on topics that are important for branding and business.

- “The bigger a brand gets, the smaller it should act… Acting small should be a continuous state of mind, because no one likes big.”

Partner & Spade suggested using design to turn a J.Crew store into a one of a kind “boutique”. This highlights the coming importance of the boutique business era I see. J.Crew started as a boutique catalogue company, as part of this consulting package I’d advise them to close up all other stores, use the one-of-kind truth and go back to their roots (more modern of course).

 J.Crew NYC Mecca followers will aspire to visit. Scarcity adds value to a brand.

 Yesterday Tom Peters Tweeted out that as he went to Tysons corner he was impressed by all the Ferrari and posh automobiles. What he didn’t remark on was the mundane shopping area filled with unremarkable big box shops. These once famed shopping icons will come under extreme pressure in the years ahead.

 Partner & Spades comments aren’t retail specific; rather anatomy of the new business body.