About

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Steve Susi brings more than two decades of cross-platform creative leadership to Brand Spanking New York, the brand consultancy he started in 2003.

A published poet with written work in both the Smithsonian Institution and Library of Congress, Steve Susi has won awards handling some of the world’s best-known brands, including Mercedes-Benz, Gucci, Rolex, Cadillac, Coca-Cola, Procter & Gamble brands, IBM, Heineken/Amstel, adidas, and dozens more.

As Brand Spanking New York, Steve has re-staged and created original brands in the U.S., Europe, and Central America, and his work has been showcased in media outlets worldwide: Communication Arts, Adweek, Advertising Age, Creativity, Brandweek, The New York Times, Print, Crain’s New York, Forbes, CNN, Étapes (Paris), and CBS 2 New York.


"Only great brands and their caretakers are called to testify on behalf of the intrepid pioneer. What was intangible they made real and, in the great human meritocracy of ideas, granted shape, voice, value."

Steve is now writing his first business book, Currency of the Mind: Money, Information, Loyalty, and Time.

The work approaches notions of brand from both psychological and visceral perspectives in the liminal moments of conversion: awareness to engagement, consideration to purchase and, ultimately, loyalty to evangelism. We call the holistic preparation for these moments “marketing.” Money, Information, Loyalty, and Time are the ingredients in a fluid recipe of the rationale and emotion driving every human election. Currency attempts to deconstruct these patterns — always in flux in the customer's mind — for the brand manager, entrepreneur, junior copywriter, art director, and CEO alike.