You’ve been handed a budget to improve the Eurostar, the train that runs under the Channel…
Brand
Why the Opposite of a Good Idea Is Often Another Good Idea
Most marketing decisions are made by elimination. You list the sensible options, you remove the risky…
How to Write a Brand Positioning Statement That Actually Makes People Notice
For years, positioning was taught as a strategic discipline. Define the audience. Define the category. Define…
Why Some Brands Become Culture and Most Don’t
Brand stories are not “about your founder journey.” They’re not your origin myth, your product features,…