I’ve been watching brands tie themselves in knots lately. They’re caught between old playbooks that preach consistency and young teams who see those playbooks as rules written for a world that no longer exists. The tension is real. A heritage outdoor brand considers a partnership that would have been unthinkable five years ago. A financial […]
From Chaos to Clarity: How AI Helps Creative Teams Stay True to the Brand
There’s a truth I’ve come to accept about creative teams: we drift. Not because we’re careless, but because we’re captivated. We love novelty, we follow sparks, we chase the next idea. But creativity without direction doesn’t build a brand, it bends it. A little at first. Then more. Until one day, you look up and […]
Trust Is the New Brand Equity: Why AI Makes Integrity Non‑Negotiable
Why Trust Is the Strategic Edge in the Age of AI Brands built on trust hold the cards in the age of AI. In a world in which the models know all, AI brand trust isn’t a nice-to-have. It’s existential. Integrity has always mattered. But in this new landscape, it’s non-negotiable. LLMs now surface everything: […]
Branding 101: Understanding the Basics
Branding is hard to understand, even when it’s your job. And when people talk about branding, chances are they aren’t all talking about the same thing. Is it design? Is it marketing? Who is responsible for it? How do you manage a brand? If you’re confused and feel like you need branding 101, you’re not […]
Building your brand story: Four questions for entrepreneurs
I met with a wonderful friend a few summers ago to catch up about what we were both working on. She’s funny, accomplished, and extremely talented. She had started a business, and her brand story had fractured into pieces before she’d barely even begun. She was confused, frustrated, and unsure about what to do and […]
Branding quotes that just make sense
Call me cheesy, but I love quotes. They help me remind myself of things I care about, things I need to improve, and things I’ve forgotten. I find that the most interesting branding quotes weren’t intended to be about branding. But even so, they are. Perhaps it’s because branding is poetic. Perhaps it’s because human […]