Partners & Spade is the creative force behind some of the most admired branding campaigns of recent years—for Warby Parker, Shinola, J.Crew, Target and more. The big idea, say founders Andy Spade and Anthony Sperduti? What your brand does matters more than what it says. Inc.'s Tom Foster sits down with Spade and Sperduti to learn more about their process and how they convince companies and brands to break out of the norm.