flux branding

Insights, Strategy & Creative Perspectives

The Brand Value Framework

The Brand Value Framework

  This is Essay 3 in the Brilliant series—which is the foundation for my forthcoming book “Brilliant” on how brands…

Vision. Courage. Branding.

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

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—

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

Culture & Stewardship

  This essay is the fourth in a five-part series that forms the foundation of my upcoming book, Brilliant: The…

Brand Naming

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

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 & Branding in America

Fear is one of the most powerful motivators in human psychology, and in today’s digital age, it has become a…