My name is Amy, and I help people understand branding—what it really is, why it matters, and how to navigate it with heart and clarity in an increasingly automated world.
Branding has been the focus of my career: I’ve built brands from scratch, steered legacy ones through transformation, and helped teams find the soul of their story. Along the way, I’ve come to see branding not just as a business discipline, but as a kind of poetry. Branding, at its best, is the work of translating meaning into form. It’s emotional. It’s strategic. And it’s human.
I often describe myself as a business poet—someone who seeks the signal in the noise, the soul in the strategy. There’s no official job title for that (not yet, anyway), so I’ve spent my career stitching it together.
On this site, I write for curious people, especially those who don’t work in branding but sense its importance. I try to demystify the jargon and explore the deeper currents that shape perception and trust. Sometimes I wander: into the philosophy of logos, the physics of emotion, the hard choices behind a career path. But I always come back to branding, because branding, to me, is everything we signal to the world about who we are and what we believe.
If you’re into thoughtful conversations about brand, business, storytelling—or if you want to talk books, street art, fitness, Maine, or even gnomes—I’d love to connect. You can find me on LinkedIn and Instagram.
Let’s see where the conversation takes us.
P.S. I use AI as a collaborator on this blog. I’ve created custom GPTs to help illustrate ideas, draft and edit blog posts, and explore how content might land with different audiences. I use it for research, reflection, and rapid experimentation. Like any tool, it’s all about how you use it—and I use it to push my thinking, not replace it.