Blog
Insights, tips, and thoughts on brand development and design.
Welcome to the Great Recalibration: Why 2026 Changes the Rules of Branding
The "shock and awe" phase of AI is over. We have entered a new era defined by a sharp split between algorithmic optimization and radical human authenticity. Here is your roadmap to the post-novelty landscape.
The Branding 101 Crash Course: 5 Fundamentals Every Founder Must Know
We’ve stripped away the jargon to define what a brand actually is. Here is your complete summary of the five pillars of branding, from the "aftertaste" of your business to the ROI of reputation.
The Invisible Brand: Why Strategy Comes Before Design
The most important parts of your brand are the ones you can’t see. Why skipping strategy is like building a house without a blueprint.
Brand vs. Marketing: Why You Need to Know the Difference.
They are related, but they are not the same. Understanding the difference will save you time, money, and frustration.
What Is Branding, Really? (Hint: It’s Not Your Logo)
Everyone talks about it, but few can define it. Let’s demystify branding by looking at it as the "aftertaste" of your business.
Case Study: Why Cracker Barrel’s $100 Million Rebrand Failed in 48 Hours.
They had a clear financial objective: growth. What they lacked was a brand direction. Here is how a logo change triggered a mutiny and what it teaches us about the "load-bearing walls" of a brand.
Case Study: The "Musk Penalty" and Tesla’s Gamble on Irrelevance.
Tesla isn't trying to win you back. From the exodus of American liberals to the collapse of European sales, the data suggests they are betting on a future where their current customers don't matter.
How to Use Your Brand Values to Make Better Business Decisions
Your brand values are not just words for your 'About Us' page. They are a powerful, practical decision-making framework. This guide shows you how to use them to navigate tough choices and build a truly value-driven business.
Case Study: Jaguar's Radical Rebrand—Suicide or Genius?
Jaguar just deleted its heritage to chase a new future. We break down the strategy behind the most controversial rebrand of the decade and what it teaches us about the high stakes of changing your identity.
Choosing Your Brand Archetype: A Founder's Guide
Are you a Hero, a Sage, or a Rebel? This guide introduces the 12 primary brand archetypes and helps you choose the one that will give your brand a powerful and instantly recognizable character.
7 Common Branding Mistakes Costing Your Business (And How to Fix Them)
From an inconsistent message to a forgettable name, these unforced errors can silently kill your growth. Here’s a guide to identifying and fixing the most common branding pitfalls.