flux branding
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…
Sirens vs Lighthouses
In his latest book, The Siren’s Call: How Attention Became the World’s Most Endangered Resource, Chris Hayes delivers a…
Winning the Race: Brands in the Age of Impulse
In the “age of impulse,” attention has become the driving force behind consumer behavior. This essay explores how brands navigate…
Branding with Archetypes
Have you ever encountered a brand that feels like you just get it intuitively? Maybe it’s Nike’s relentless drive for…
The Brand Value Framework
This is Essay 3 in the Brilliant series—which is the foundation for my forthcoming book “Brilliant” on how brands…
