Branding
Positioning, naming and the difference between a brand people recognise and a brand people choose.
A brand people recognise and a brand people choose are different achievements, and the gap between them is where most brand budgets go missing.
Notes on positioning, naming and the practical end of it — what a brand has to look like on a shop that is not yours, in a language you do not speak, five years after the launch.
The AI-generated look is starting to cost brands trust
The tool that let every business afford a polished visual has also given every business the same polished visual. That sameness is starting to read as a warning sign, not a quality mark.
6 min read
The board outside the shop outlasts the campaign
A campaign is a season. A board is a decade. One of them gets the meeting time and the budget scrutiny, and it is not the one people actually see most often.
6 min read
The brand guideline nobody on your team has opened
Somewhere in a shared drive is a PDF with your logo's exact clear space, in millimetres, on four different backgrounds. Nobody making tomorrow's banner has ever opened it.
6 min read