John Nishimoto

What’s your role?

I’m basically the one at Sequel who connects the dots — between the client’s need, our approach, and recommended solutions. I also make sure that our recommended solutions don’t just solve immediate needs — that they can adapt, and stay relevant, as a client’s business evolves.

As a branding specialist, what really drives you?

I have a passion for the right idea. And I don’t mean the idea that looks best or sounds best, or that’s best for our portfolio. The right idea: one that’s backed by action, and moves people to do things — whether it’s getting them excited to go to work in the morning, embrace a brand as their own, or look at what they do in a different way.

I noticed you mentioned the word “action.”

That’s because without action, ideas are nothing. If anything has changed over the past few years, it’s that branding has become more about “show me” than “tell me.”

What does that mean for clients?

That they must align their business with the promise of their brand. The dialogue is critical to long-term success.

And what does it mean for Sequel?

That we have to show measurable results. For strategic and creative consultants, it’s no longer enough to do great-looking work. We have to put our money where our mouth is. We have to prove to clients exactly how their investment in branding will deliver returns.