WHO WE ARE
WHO WE ARE
ALEXANDER MILLET
// PRINCIPAL
Alex is a true believer in the power of brands to make a difference. After studying English Literature and Creative Writing at University of Pennsylvania, Alex explored disciplines ranging from screenwriting and advertising copywriting to finance and entrepreneurship before finding his calling as a brand consultant with Publicis in New York.
Over the last 15 years he’s played a key role in the transformation of numerous brands including Zurich Insurance, T-Mobile USA, Sprint, Hilton Worldwide and Hilton Honors, PetSmart Charities, PayPal, Capgemini, AXA, UBS, and several Marriott brands. In 2013 Alex launched ACME Brand Intelligence and has since partnered both with agencies and with direct clients such as Fidelity, Charles Schwab, Marriott, and many more small and medium-sized businesses. Whether working with an agency or directly with clients, Alex continues to thrive on the constant parade of new challenges that come with being a brand consultant. He lives in Chicago with his wife and two young children.
WHAT WE BELIEVE
WHAT WE BELIEVE
// ACME Brand Intelligence was born from a genuine passion for the power of brands to transform people, business and culture. Every organization benefits from a considered, intentional approach to brand strategy and experience design. Period. If you don't differentiate your company and offer on brand, your customers will differentiate you on price (and your employees will differentiate you on salary alone). We've worked with leading agencies and across clients big and small, local and global, B2C and B2B, and we've learned a few things along the way. All the best practices worth carrying forward and mistakes you'll want to avoid are captured in our three core beliefs:
// STRATEGY MATTERS
Your brand positioning is the bedrock on which success is built. It is a constant beacon for internal and external audiences alike, a promise of an experience they will exchange time or money for.
// STRATEGY CAN BE SIMPLE
Yes, there’s a lot to consider. But good consultants have frameworks and tools to help make sense of it all. The process should be clear, and the end result elegantly simple.
// STRATEGY MUST BE USEFUL
A single sentence that energizes your entire organization is far more valuable than a hundred-slide deck gathering dust in a drawer. Great strategy connects seamlessly to employee and customer experience.