flux branding
Insights, Strategy & Creative Perspectives
The Brand Value Framework
This is Essay 3 in the Brilliant series—which is the foundation for my forthcoming book “Brilliant” on how brands…
The IDEA Method
This essay addresses one of the most important decisions an organization can make: investing in a brand. It examines why…
Beyond the Dust—
What happens when a brand strategist journeys alone to Burning Man—not just to observe, but to participate? This essay is…
Culture & Stewardship
This essay is the fourth in a five-part series that forms the foundation of my upcoming book, Brilliant: The…
Brand Naming
Whether it’s your entire company or a new product, you don’t have a brand until you have a name. It’s…
The Brilliance – Equity Loop
This essay is part of an ongoing series written as the foundation for my forthcoming book, Brilliant: The Art and…
Fear & Branding in America
Fear is one of the most powerful motivators in human psychology, and in today’s digital age, it has become a…
Sirens vs Lighthouses
In his latest book, The Siren’s Call: How Attention Became the World’s Most Endangered Resource, Chris Hayes delivers a…
