Gabriel Perera

People don’t just buy art, they buy its provenance and story. The same is true for products - people are buying into a story. A brand therefore forms the core of that story.

“If you’re perceived as a negative person—always picking, pulling, criticising—you will simply get tuned out by those around you. Your influence, ability to teach, and opportunity to make progress will be diminished and eventually lost. When that happens, you become useless, a hindrance to progress. When your feedback is interpreted as a personal a

Stand Out By Saying What You Stand For

7 min. read

May 16, 2025

I want to pass on a timeless branding principle that freelancers can and should leverage, and to introduce it, I’ve pulled two excerpts from a certain internal meeting in 1997.

Please don’t write me off for citing the single most cliche person and company imaginable (Steve Jobs and Apple).