Strategist Profile:
Brittain Stone

BY: MICHAEL KOLODESH NOVEMBER 20TH, 2017

“I’m a bit of a phone talker, and I enjoy rambling a bit with folks to hear their stories and learn about their businesses,” says Brittain Stone, “That’s also a place where you start to learn to tell the project’s story and to try out the language that will be used in collateral, meetings, and sales throughout the course of the project.”

Stone spent most of his career as a photography director at Wenner Media helping launch Us Weekly and helping it to compete in a competitive market. There he also head content acquisition efforts and worked on several books. “I would love to say that I learned then to be some sort of master story packager,” says Stone, but that’s not quite the case. I would say the way we approach projects is very “editorial” both in the way everything we produce looks to the way we are always trying to build an audience and communicating regularly. And in that communication, it’s all about having a distinct point of view in what you approve of and message out and whom you invite to the party.’”

There’s a real effort in the developments to have a sincere origin story and to convey a real design sensibility

Currently, Stone is a Brand Strategist helping real state developers launch new projects and certainly applies the lessons and networks he developed in the publishing world. “There’s a real effort in the developments that I see now to have a sincere origin story and to convey a real design sensibility. You can’t slap the word “luxury” on a projects and expect anyone to care,” says Stone, “you need a perspective that simply may not appeal to everybody except for your buyer.”

“When approached by a development project,” Stone says, “I do a deep research dive into the local culture of the surrounding area, and make many lists of what I like and what the client will like. The things I pull out and compile range from local makers and personalities to businesses land media outlets to farms and broader food culture. I look for a lot of imagery to support the lifestyle a buyer has in mind.”

“Then I get on the phone and start chasing down potential collaborators responsible for the best aspects of the area. That’s the ‘friend-making.’ The next step is to figure out how to actualize those connections. Even if these become small efforts, each connection is valuable for overall halo and word of mouth. It’s important to have a whole cast of people behind a project.”

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