Brand Fever's On Branding Welcomes Peter Corbett, CEO of iStrategyLabs, to New Episode

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DC-based Corbett tells audiences why brands are hiring experiential agencies, how to hire hacker talent, and why experimentation is everything

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We believe we should set our money on fire continuing to explore the possibilities in the world.

Brand Fever's On Branding spoke with Peter Corbett, CEO of iStrategyLabs, a technology-based branding agency whose work with GE, Miller-Coors, and Volkswagen have made industry buzz since its founding six years ago.

Corbett, an Emory University alum with Atlanta roots, leads the team of 40+ engineers, developers, designers, and strategists on projects related to brand identity, digital media, and experiential projects that engage consumers online and off.

The episode focuses on agency leadership, hiring new hacker talent, and the need for creative differentiation between "practitioners" and "orchestrators".

"We believe we should set our money on fire continuing to explore the possibilities in the world," Corbett said. "iStrategyLabs is at a competitive advantage that enables us to bring new things to market, not because clients as for it, but because we have a culture of experimentation."

Some of the company's most notable projects combine social data with physical pieces, like its GE "Social Cooler" debuted at SXSW, which unlocks after a Foursquare checkin. Another project, the PiePal Button, delivers Domino's pizza using its online ordering system, and a Raspberri Pi single board computer.

"My job is to create an environment of self-actualization," Corbett says. "The entire mission of the company is to help people become better at whatever it is that they do. We've found that really good creatives want to work on a variety of things, which is what we offer them through everyday opportunities."

On Branding is available to download and subscribe to from Brand Fever’s website, iTunes, Stitcher, and Vimeo.

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Vicky Jones
Brand Fever
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