Brand strategy

“The preferences and tendencies and aesthetics are deeply baked into its machinery.”

“Bridesmaids for hire, death doulas, breakup doulas, life coaches, community managers, rent-a-mourners, findom, dating coaches, spiritual coaches, retreats for every life threshold, estrangement therapy, witches who’ll cast a spell for you...”

“You have to do things that are hard to replicate via AI alone. Show up in person. Be personal in your storytelling. Make physical things.”

“A curated collection of strategy frameworks, creative provocations, and planning tools — compiled from years of practice in brand strategy and advertising.”

“The brands that publish will be found. The brands that do not will be described by someone else, or not described at all.”

The more we have, the less it means.

“Corporate America is converging on a single voice. The brands that opt out will own the next decade.”

“We cannot make new things when our spaces are cluttered with infinite half-dead brands, platforms, trends, jokes, technologies, ideas and memories that steal endless little fragments of our attention.”

97% of the world's most entertaining brands posted revenue growth, with over two-thirds having double digit gains.

New research reveals how to make entertaining and effective ads for TikTok, based on testing with TikTok users

“I expect we'll see a shift in emphasis from taste to character, in which the premium is placed on contradiction over cohesion and the specificity of one's interests over generalized cultural fluency.”

“Two-thirds of Gen Zs spend more time with fan-created content than with the official titles”

“Some AI environments can drive positive brand outcomes, while others introduce real brand risk”

“A post challenging the fear of being too niche in your professional positioning”

“The gap between these two kinds of brand is about to become unbridgeable. And most of the industry hasn't even noticed it's opening.”

“I’ve striven to take the vow of guardianship and fellow friend.”

“Events and experiences are no longer a nice-to-have in your marketing mix. They’re actually one of the fastest-growing budget lines for B2B brands.”

“Constraint operates not as a restriction but as a shaping force.”

“Guarding against undifferentiated slop.”

“They’re not asking “will customers still love this in 10 years?”, they’re asking “can we show enough growth to flip this?”

“Has the trend cycle moved so quickly that the heat of a hot brand now collapses almost as fast as it forms?”