Essays on brand strategy, positioning and the decisions that make a business easy to choose. Written for founders and leadership teams.
Amazon's Alexa+ Agentic Ads let customers have a conversation with an ad instead of watching one. What that shift actually requires from a brand, beyond the media budget.
20 July 2026 · 4 min read
Most people can now spot AI-generated content, and they trust it less. Why intentional imperfection is becoming a credibility signal in brand design.
16 July 2026 · 4 min read
AI has made content nearly free to produce. That's why brands are competing on emotional consistency instead of volume.
13 July 2026 · 5 min read
Most brand strategy projects fail before anyone writes a strategy. A practical look at how strategy actually goes wrong, and what makes it work.
7 July 2026 · 5 min read
The difference between brand strategy and brand identity matters more than founders realise. Doing them in the wrong order is one of the most expensive mistakes a growing business can make.
4 July 2026 · 5 min read
Agentic AI is reading brands before people do, big rebrands are getting punished, and brand budgets are quietly draining into performance. What's actually winning, globally, right now.
2 July 2026 · 6 min read
Soon your buyer won't be a person. It will be software acting on their behalf, and it can't read between the lines. Why clarity just became a commercial necessity.
16 June 2026 · 5 min read
Brand isn't a logo or a campaign. It's the set of decisions about who you're for and why you're chosen, and those decisions belong to leadership.
9 June 2026 · 5 min read
The decisions you keep postponing are not neutral. Indecision has a price, and in a growing business it compounds quietly until it's expensive.
2 June 2026 · 5 min read
Clarity creates alignment, alignment creates momentum, momentum creates growth. It sounds neat. Here is what each step means in a real business.
26 May 2026 · 6 min read
The brand that got you to a million doesn't always get you to the next stage. Here's how to tell when your business has outgrown its brand.
19 May 2026 · 5 min read
Chasing every marketing trend keeps you busy and invisible. Strategy-led businesses decide what to ignore, and that's where the advantage is.
12 May 2026 · 5 min read
Strong positioning isn't about appealing to more people. It's about being willing to disappoint the wrong ones so the right ones choose you.
5 May 2026 · 5 min read
Being for everyone feels safe and sells nothing. Specificity is what gets you chosen, even though it feels like it should narrow your market.
28 April 2026 · 4 min read
Brand isn't the decorative layer on top of your business. Done properly it's infrastructure, the thing that makes everything else work better.
21 April 2026 · 5 min read
When your team tells different stories about what the business does, customers feel the gap. Misalignment is expensive, and most of the cost is invisible.
14 April 2026 · 5 min read
Brand strategy isn't logos and colours. At leadership level it's the commercial decisions that shape how the business is understood and chosen.
7 April 2026 · 6 min read