Culture and the future
Most branding theories were designed for a world that may no longer exist
Branding in the age of AI, AGI and intelligent agents
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Insight
Notes towards a clearer understanding.
Reflections on brands, business and the world in which they operate.
19 insights
Culture and the future
Soft steering: when individual choice and systematic guidance begin to blur
Choice architecture, algorithms and brand ethics
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Strategy and management
Leadership capabilities for the transition to an ambidextrous organisation
Exploration and exploitation in one organisation
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Strategy and management
Empowerment: recreating power in organisations
From delegation to collective capacity
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Strategy and management
Brand architecture in holding companies
The parent brand and relationships across the portfolio
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Strategy and management
How powerful is your brand, really?
BAV, Brand Strength and Brand Stature
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Philosophy and meaning
Brand as an intersubjective structure
Where identity, experience and shared interpretation meet
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Culture and the future
Which story does a brand inherit?
Archetypes, Iranian mythology and the choices that shape brand identity
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Philosophy and meaning
When the mirror loses its clarity
Rethinking the brand before redesigning its appearance
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Strategy and management
The debt a brand leaves behind
Every promise creates an organisational obligation
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Philosophy and meaning
Brands as the stories of our time
Meaning, belonging and the interpretation of experience
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Philosophy and meaning
Meaning and lived experience
Judgement, authorship and responsibility
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Culture and the future
Responsibility at the centre of the business
A practical basis for a meaningful social commitment
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Strategy and management
Brand personality is a pattern of behaviour
Make the attributes observable
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Philosophy and meaning
The philosopher in marketing
Examine the assumptions before choosing the answer
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Philosophy and meaning
How authenticity becomes distinction
From internal truth to a difference people can recognise
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Strategy and management
Which decisions should a brand philosophy change?
A practical test of an apparently abstract document
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Strategy and management
Distribution is part of the brand experience
From the promise of availability to practical access
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Strategy and management
Continuity in a changing world
How a brand can remain coherent without standing still
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