Rifò: The Brand That Changed How I See Recycled Fashion
Since I discovered Rifò something shifted: I found myself paying attention and reading more and more about recycled and regenerated fashion. Before discovering ...
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Thoughts on creative strategy, design, and building momentum.
The "No-Marketing" Marketing Strategy of Alpinestars
One of the first things I learned when I first joined Alpinestars, was that they didn’t use the word “marketing”. “We’re not a marketing company; we’re a produc...
Business Good for the Soul #2. Fioreria Dario: How a Small Italian Flower Shop Redefined Connection
Some weeks ago, I wrote about a small YouTube channel called *The Girl with the Dogs*. Just a girl, a camera, and a few wet, nervous dogs, nothing more. And yet...
The best marketing advice you can get? “It depends.”
It might sound vague, even a little frustrating, but that’s usually a sign you’re talking to someone who’s actually thinking about your situation, not trying to...
5 Branding Mistakes I Keep Seeing, Even in Smart Companies
After 10+ years working with clients on branding, I keep seeing the same mistakes no matter the company size or stage. Here are the ones that come up again and...
Branding Bridges
Branding is the most powerful tool you have,and most people don’t know they have it. Done right, branding creates bridges. Not just between you and your custo...
Branding doesn’t slow you down.
I keep seeing this assumption that positioning sits somewhere between sales and marketing, like both teams should shape it together. To me, that’s a mistake. ...
From “GM” to Real Connection: My Web3 Community Journey as a Marketer
I just found a little treasure in a jacket I apparently hadn’t worn since 2021: **stickers from the Ben Mezrich NFT Project.** That project was my real jump in...
How much should a logo say?
Over the years, I’ve had more than one client ask for a logo that communicates everything, sometimes even five or six different concepts at once. And while it’s...
Lead with the one thing that matters most
If your resources are limited (time, budget, team) here’s one decision that can make your outreach much more effective: lead with the product, not the company. ...
Love it or hate it, Dubai is giving us a masterclass in branding...so what can you learn?
In Dubai, they don’t build living units, they build branded neighbourhoods. Depending on who you are, who your tribe is, or who you aspire to be, there’s a dist...
People don’t have time for lists.
If your brand has multiple differentiators, you might not actually have one. We all want to say everything that makes us great. But here’s a quick test: take e...
Simplicity is Clarity
I’m a minimalist at my core, and here’s why you should be, too: If you can’t keep it simple, you can’t say it simple. If you can’t say it simple, you can’t ...
