Before Impressions became what it is today, we were trying to figure out what we actually cared about.

While Josh was in college, a friend recommended a book on branding. One idea we took from it stayed with us:
A product could solve a customer’s problem and still not be the one they chose to buy.

That made us look beyond the product itself. We wanted to understand why someone might feel drawn to one brand when another sold something similar. What a brand made people feel became part of what interested us about marketing.

When we started Impressions together, Josh focused on marketing and Mozelle on branding. Understanding the people we were creating for gave us a shared starting point. It helped connect what each of us brought to the work.

Over time, that curiosity became something we wanted to share, too. Today, we explore it through our content, whether we’re looking into why a campaign worked or developing an idea of our own to see how people respond.

The way we explain Impressions has evolved, but the question at its heart is still the same: