Branding & Positioning
Positioning, naming and the parts of a brand that actually decide whether anyone remembers you. Mostly written after watching something go wrong.
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Patagonia Worn Wear: When a Brand Promise Becomes a Customer Experience
Repair, US trade-in and resale make Patagonia’s stated promise observable, with real conditions and limits customers can inspect.
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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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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…
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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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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…