Notes on brand, GTM, and AI-assisted marketing.
Not a company blog. Just the thinking behind the work.
How LEGO Made Room for Adults Without Losing the Brick
LEGO expanded adult building occasions through hobby, display and fandom while keeping the core building experience recognizable.
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Two Things, One Saturday, Every Week
The thing nobody tells you about running two projects on the same clock is that the clock is the whole lesson. For a while now I've been building two things…
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The Best Water Company Doesn’t Talk About Water
The best water company in the world talks about water almost never. Liquid Death launched in 2019 selling canned water. By early 2026 it was valued at roughly $1.4 billion,…
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AI Made Execution Cheap. Taste Just Got Expensive.
Production used to be the bottleneck. It is not any more, and that changed what is actually scarce: not the ability to make the work, but the judgement to know which version was worth making.
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Consistency Is Not the Same as Sameness
Most brand guidelines protect the wrong thing, and they've been doing it for so long nobody questions which layer actually matters. A lot of founders and marketers hear "brand consistency"…
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The Best Reactive Marketing Doesn’t Feel Like Marketing
Every "how did they tweet that so fast" moment gets studied as a speed problem, and almost never is one. Every year there's a new moment like this, and every…
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The Cost of Switching Between Two Brands in One Week
Running two projects with opposite voices in the same week taught me the difference between a rule you have to remember and a system that makes the right move the easy one.
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Translation Is the Easy Part
Most international marketing failures get blamed on translation. The real problem is usually that the campaign was built on proof the new market never had.
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Your Real Competitor Is the Customer Doing Nothing
Most competitive analysis names the wrong enemy. In most categories the biggest share belongs to inaction, and it has advantages no rival can match.
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What Running Two Learning Projects Taught Me About Systems
Two small side projects taught me more about building systems than any framework I have read. I have spent the last few months building two small brands on the side,…
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The Best Ads Don’t Sell the Product. They Sell a Reaction.
Burger King baits McDonald's. Audi baits BMW. None of it is an accident, and none of it is really about the product. Every few years, two brands get into a…
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There Is No Such Thing as a Global Campaign
Two years running global consumer research across 70+ markets taught the same lesson every time: the idea travels, the execution never does. What actually makes a campaign work across markets.
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The Logo Is the Last Thing to Change
Repositioning starts with a sentence a buyer would use to describe you, not a new logo. A better order of operations, and why founders reach for the visual identity first anyway.
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