Branding

There is a magical moment in the invention and development of a brand where you define your audience at an elemental level, and the seeds of sustained business growth are sown.

As we know, a brand does not exist except in the consciousness and perceptions of its consumers. So the act and art of crafting a persona is one of near god-like power, as it... See more

When brands get world building right it doesn’t feel like marketing.

That’s exactly what Burberry achieved with its Ibiza takeover. A subtle but significant brand play executed in full colour... They went all in. Rather than a single billboard, Burberry reimagined an actual real

world place.

The Standard hotel. Yellow flags on boats. Blue sea contrast... See more

There’s a phrase that gets passed around a lot in brand and marketing circles these days. You’ve probably heard it. “Every brand is a media company.”

It sounds smart and maybe partly true. But like most sweeping statements you see on the internet, it’s only half the story.

Because while it’s never been easier to publish, post, and produce, the truth ... See more

🚨 A vibe is not a brand strategy.🚨I continue to see young brands try to build from a strategy based on a “vibe.” A cool aesthetic, a specific energy, a mood they want to evoke. But this said vibe is not a strategy.A brand strategy is a clear POV, an intentional framework that defines who you are, what you stand for, and how you build lasting trus... See more

There is beauty in something well-made. The fine fit of a tailored suit. The delicate stitching of a vibrant rug. The mechanical elegance of a well-tuned watch, ticking silently. The same aesthetic laws that govern these objects – and innumerable others – apply to the business world, too. There is such a thing as a beautiful, elegant business. Not ... See more