Things I've noticed, questions I keep coming back to and perspectives on brands, businesses, experiences and the choices behind them.
Because once you start noticing the thinking behind the things that work, it's hard to stop.
A brand is the soul of a business, but it's also how the business acts, how it makes people feel, and how it communicates who it is. If it only lives in the founder's telling, it can't guide anything.
Read the essay on Substack ↗The name stopped being a creative exercise the moment I treated it as a decision. Once I knew what the practice stood for, most of the options eliminated themselves. That's what a brand does when you use it as a business tool. It makes the next decision easier.
Read the essay on Substack ↗