SHANE EVANS

CMO at ASB

We’re very lucky that innovation is part of our brand DNA. Often people think innovation is tech but it’s not – innovation can be doing things first, doing things differently or responding to change. It can also be really fun to experiment with. For foundational brand work, it might be more conventional brand strategy execution. But for tactical brand, it’s about showing who we are, how we turn up, demonstrating passion and our values or responding to a cultural moment like Covid.