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…
Brand Independence
The Fourth of July just passed. For a few days, independence was everywhere. Fireworks, flags, the whole ritual. We celebrated…
Vision. Courage. Branding.
Brands begin with a vision. Not a strategy or a plan. The leaders who have the courage to hold their…
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…
