About Us
Well, technically, it's more like About Me, Matt McGowan. Most of the time.
Most of the time anyhow. But depending upon your project needs, this is really where I earn my paycheck and provide value. How? By tapping into my trusted and vetted network of experts that I've developed over the last 25 years.
Ok, finally, we get to the work.
Yes. But first, Hawaii.
Where I learned everything I know about branding, hospitality, and, well, life itself.
I worked at the Ritz-Carlton pool bar in Kapalua, Maui, serving Mai Tais to celebrities, athletes, and the ultra-wealthy. For the most part, the guests are just like us mere mortals in the lower tax brackets. Sure, Dame Judi Dench sent her chopped Greek salad back to the kitchen in a bit of a huff, but other than that, she was quite lovely, really.
Interacting with high-profile guests became routine. You'd see a handsome fella at the end of the bar who looked awfully like Denzel Washington, only to realize it was, in fact, Denzel. And the guy next to him? The one drinking a light beer from a can? Well, unbeknownst to most, he was the most powerful and influential person at the resort. But you'd never know it from his well-worn sandals, outdated bathing suit, and sunglasses he bought at CVS.
Just like the garbage men, tradesmen, and middle managers at the Hofbrau 5,903 miles back east, nobody wants to be fawned over. That's inauthentic, and it's that transactional BS which high-powered people find repellent. They want normal, honest interactions, like anyone else. That's why the studio exec wanted to take a break from his pile of scripts and talk about my Boston accent. The professional golfer asked where to get the best fish tacos in town and where I liked to surf. And the reason Dame Judy Densch called me by my first name at the end of her stay was precisely that I didn't kiss her ass. Over the course of her stay, we built rapport. We connected. Enough for her to bust my chops about seeing that dreadful band Phish at London's Royal Albert Hall.
So, what does any of that
have to do with branding?
Everything. A brand is a living, breathing organism. It's not just a logo, color palette, or tagline. It's much more powerful than that. It's a million different small details executed and expressed consistently over time. The Ritz-Carlton knew that, and that's why it invests so heavily in building and maintaining its brand every single day. They know it's one thing to say it, and another thing to live it. And that's what most brands miss. Even the big ones that spend millions of dollars on agencies and consultants. If you don't live out your brand promise, none of the other stuff matters.​​
In its simplest form, a brand is how you feel. And the best ones are built from the inside out. I should know, because I've experienced branding from all angles. As a person on the front lines of hospitality gigs from world-class ski resorts in Colorado, dive bars in Boston, and five-diamond resorts like the Ritz. I've also been in the trenches working on and creating brand campaigns at all levels, across all categories and sectors, from startups to Fortune 100s. Most importantly, I understand branding as a customer.​​​​​
Empathy is my middle name.
It's actually Stephen, but working in advertising for over two decades has taught me how to walk a mile in others' shoes. I can assure you, a single guy in his twenties doesn't know much about diapers or post-partum depression, but when the Pampers campaign landed on my desk, it was time to dive in. I immersed myself in the world of young mothers. I pored through "mommy" message boards, read books, and spoke to friends, family, and neighbors, which, in retrospect, must have been super awkward. But that's the type of work it takes to understand an audience.
And it's why I approach every project with curiosity and empathy. Whether I am writing a script, creating a landing page, planning, and hosting an event, it's the same process. It's all about the customer. What are they thinking and feeling? How can I break through and offer something of value that will improve their life in some small or big way?
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You'll find that commitment to the customer in everything I do.