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A pioneer in the field of experiential branding
and culture-building, Janine James founded The
Moderns in 1992 to provide clients with a better
framework for solving their challenges through foreword-thinking
innovation. It started with a simple yet profound
question: What would happen if the Bauhaus began
today? Much like her counterparts of the early twentieth
century, James knew that it was time to start thinking
about purposeful, integrated, holistic solutions.
Under her leadership, The Moderns has emerged as
the premiere firm for multidisciplinary strategy
and forward-thinking branding. Over the past decade,
James' work has brought success to some of the world's
most influential brands: American Express, Planned
Parenthood, BASF, Sundance. James' work has also
helped to transform the fate of smaller companies
whose brand cultures have subsequently found a strategic
vision and voice.
Strategies: How do we lead
the environmental wave?
As corporations compete for unique environmental
messages, a clear trend of leadership emerges. What
separates the pioneers from the pack? In order to
compete globally, companies must con- sider sustainability
as part of an overall business strategy. Successful
environmen- tal brands understand that a culture
of innovation must inform environmental messaging.
Janine James shares her industry experience and
discusses the holistic methodology that has allowed
her clients to defi ne the green marketplace.
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