Blog
Insights, tips, and thoughts on brand development and design.
The GEO Playbook: How to Become the Brand AI Recommends
Generative Engine Optimization isn't the new SEO: it's a new branding discipline. Six levers, five brands already winning at it, one Monday playbook.
The Boston Blunder: How Nike Broke Its Own Brand Rules
The "Walkers Tolerated" campaign wasn't just tone-deaf, it was a catastrophic failure of brand architecture. Here is why consistency is your ultimate moat.
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.
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.
Case Study: How Airbnb Built a Billion-Dollar Brand on "Belonging"
Airbnb didn't just disrupt the hotel industry; it built a new category based on a powerful human emotion. We break down how their brand strategy created a global community and what your business can learn from it.