Ideas I want to write about

Brands are often so infatuated by being first to something without recognizing if the brand expression makes sense in the first place. Let’s focus less on getting on the newest platform, on getting ten thousand followers; let’s focus on engagement — is the current audience responding? Your audience will always tell you the way they feel. Trust me.

I... See more

Think about the last time you discovered a brand that was truly new to you. Where did it come your way? Chances are, on Instagram. A cursory scroll through their Instagram probably helped you decide whether that brand was for you or not - through an elaborate mix of signals: visually based, verbally based, and values-based. You probably saw if they... See more

The trend of people aiming for deeper exploration and doing things differently is clear, and here are just a few industries that prove this well.

In the last five years, global vinyl sales have doubled , with revenues increasing by over 50% between 2018 and 2022 alone (Source: IFPI).

Independent and niche print magazines have also seen a notable revi... See more

Too many brands are obsessed right now with chasing whatever’s currently ‘trending’. When everyone is trying to figure out how to jump on the latest 24-hour micro-fad - whether it’s coquette, cottagecore or being ‘demure’ – what they should really be focusing on are the more meaningful cultural movements that will impact their business. I call thes... See more