/ Thoughts
I’ve spent years turning ideas into products, strategies, and campaigns. These are some of the ideas that didn’t fit into the slide decks, but refused to go away. They explain my personal perspective on brands, design and the creative field I am working in.
- // Not Every Brand Needs to Be LovedThe four categories show that there is no single way to build a brand. They describe the main roles brands can play in our lives and why not every brand can – or should – try to be loved. … more.
- // Creative LeadershipA brand’s true value doesn’t come from spreadsheets or boardrooms. It’s shaped by creative forces – the people who give it form, meaning, and cultural weight. Without that, even the biggest companies end up hollow. … more.
- // Consistently DifferentAll successful brands share one thing: they stand out. They’re consistently different. Not just in a campaign or a logo, but in everything they do. Being distinct isn’t a nice-to-have. It’s survival. The strongest brands aren’t the ones trying to be everything for everyone. They’re the ones that dare to be something specific. … more.
- // The T-shirt ParadoxWhat we call “brand value” might be the wrong thing entirely. We like to say brand is the most valuable thing a company owns. But if that’s true — why are we so bad at defining what it’s actually worth? … more.