strategy scrapbook

A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times,... See more

Pattern Recognition Across Universes

Most see patterns within their domain. The synthesised strategist spots them across universes. When analysing modern dating apps, they recognise the same dopamine loops that keep us endlessly scrolling Netflix without ever watching anything. When studying luxury brands, they see the same initiation rituals that

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