How Brands Can Use Platforms to Innovate and Drive Growth

It requires strategy and discipline to perfect

Brand platforms are expected to drive a company's growth and be a wealth of creativity. Getty Images

At Cannes Lions, BBH founder Sir John Hegarty noted that the festival had lost its creative North Star. “I keep hearing conversations about platforms—I don’t need to catch a train. Can we talk about an idea?” He added, “Cannes is constantly changing, constantly evolving, constantly responding to the industry. Sometimes it gets it right, sometimes wrong.”

Jim Misener is the president at 50,000feet, Chicago.