A journal of the ever-changing state of change in the branding world.
November 2025 | Edition 179
PERSONAL NOTE
Around The Table.
Hard to believe, but there’s only one more First Tuesday before the year wraps up. As we head into the holidays, I’ve been thinking about how family gatherings work: we might only see each other once or twice a year, yet those moments somehow keep us connected, help us reset, and remind us who we are together.
That’s at the heart of this month’s essay on the Brilliance–Equity Loop. Just like our holiday gatherings, the strength of a brand comes from returning to the table, again and again. It’s in the rituals, the reconnections, and even the occasional awkward moment that real culture gets made.
As you head into the season of celebrations, I hope you find joy in the loops that matter most—and maybe even start a new one. See you next month for one more First Tuesday in 2025.
This month’s essay introduces the Brilliance–Equity Loop—a practical, actionable framework for tracking, protecting, and multiplying your brand’s true value. Too often, “brand” gets reduced to a logo or a campaign, but real brand equity is a compounding asset built from trust, emotional connection, and distinctiveness. The Brilliance–Equity Loop offers a clear, ongoing process for leaders to audit, track, and cultivate that equity from the inside out.
You’ll discover two hands-on tools in this essay:
The Brilliance Index Audit: A straightforward worksheet to assess your brand’s most important touchpoints—measuring consistency, clarity, emotional impact, and reliability—so you can pinpoint both strengths and leaks in your brand experience.
The 10-Point Brand Equity Scorecard: A leadership self-assessment covering ten critical dimensions of brand health, from customer trust and loyalty to employee alignment and visual identity. Use it to spark honest conversation and align your team around what matters most.
The essay emphasizes that brand equity isn’t accidental or a one-time feat—it’s built through a rhythm of recurring touchpoints, candid measurement, and ongoing reinforcement. By weaving these practices into your leadership routine, you create a culture where brand brilliance compounds over time—fueling resilience and lasting growth.
Ready to see how the Brilliance–Equity Loop works in detail and apply the tools to your organization? Click through to read the full essay for practical frameworks, real-world examples, and actionable steps you can use right away.
When Gordon Ramsay needed branding expertise, he called Flux. We appeared on season one of Food Stars—a competition by food entrepreneurs for a $250,000 investment by Ramsay himself. Spoiler alert: the brand we helped took the grand prize. Take A Look >
INSPIRATION
Design Story of the Family Photo
Family photography has always been a reflection of the times, not just culturally but visually. From sepia tones to social feeds, the way we take and style family photos has shifted dramatically over the decades.
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In November, I bring out my favorite recipes in anticipation of the holidays. Recipes are fascinating. Each ingredient alone might seem unremarkable, but together, they can create something memorable.
I think of life the same way. We’re made up of our values, and it’s the combination of those values that shapes who we are. Now is a good a time to revisit what matters and make sure it still aligns with the person you want to be.
Happy Thanksgiving!
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