Teams chase an “authentic brand” as if there’s only one definitive expression. Let’s look at how authenticity is more about facets than singularity.
04 Dec 2025
Sketching isn’t just for designers. It’s a powerful tool for anyone shaping campaigns, stories or messages. A quick sketch exposes weak spots long before any presentation ever could.
06 Nov 2025
We are moving from manual tasks to autopilot and now toward selfpilot. The marketer’s role is not disappearing, but shifting.
09 Oct 2025
As a strategist who’s written my fair share of overly abstract marketing concepts, I’m here to make the case for being more obvious.
04 Sep 2025
In any industry, it’s easy to fall into a rut. The same strategies, visuals and messaging make competitors blend together, causing customers to tune it out.
07 Aug 2025
Many brands shy away from contradictory needs, missing the chance to address what truly drives their audience’s choices.
03 Jul 2025
You’re making decisions every day about your brand, your business and your marketing. There’s rarely enough time to unpack every option in full detail, and that’s where comparison comes in.
04 Jun 2025
By navigating an audience through your product messaging, not only does it clarify matters, but also starts to shape a narrative.
08 May 2025
Is Your Innovation Stuck In Hopes And Dreams
An innovation ethos isn’t enough. It has to continuously show up in what you do and how you communicate it. That’s what we’ll explore today.
09 Apr 2025
Your company has an Innovation Ethos, whether you’ve defined it or not. It lives in the day-to-day habits, those unwritten rules and the way your team makes decisions under pressure.
05 Mar 2025
The Currents Convergence Model
Brand and product positioning isn’t about claiming a fixed spot in relation to other competitors. It’s about navigating to the right convergence of trends, needs and opportunities.
02 Feb 2025
Brands, like boats, encounter a similar need for periodic cleaning and strategic renewal. Sustaining brand health involves both active curation and proactive upkeep.
03 Jan 2025