IDEAS
Essays on brand strategy, positioning, and what changes when machines start doing the recommending.
A brand is not a logo. It's what people remember when your name comes up in a room where no one from your company is present — and the reason two identical products sell for wildly different prices.
Read it →The one position where buyers want it, competitors can't credibly claim it, and you can sustainably own it. How to find yours, and how to know when you've found a category cliché instead.
Buyers prompt with problems. AI answers with brands. What changes when the first conversation about your category happens without you in the room.