Logos fade, codes stick. Build memory, not just pretty pictures.
How Cult Brands Break Their Own Rules and Still Win Table of Contents Introduction Every marketer knows the commandments: stay consistent, play safe, and appeal to as many people as possible. But cult brands? They toss that bible out the window. Harley-Davidson didn’t ask everyone to love chrome and leather. Supreme never cared about stockouts. […]
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Brand Consistency is Overrated (Sometimes) Table of Contents Introduction Every CMO chants it like gospel: keep brand consistency tight, never drift, never deviate. Guidelines, Pantone swatches, tone-of-voice bibles — all there to lock a brand in line. But here’s the uncomfortable question: what if that obsession with sameness is costing you relevance? Audiences today don’t
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Naming as Copywriting: How Words Build Empires Table of Contents Introduction Before the campaigns, the jingles, the logos — every empire started with a name. That single word on a parchment, a storefront, or a dot-com domain was the first ad. This is why naming as copywriting isn’t a side quest; it’s the boss level.
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Archetypes Reloaded: Story Engines for Modern Brands Table of Contents Introduction Brand archetypes are the cockroaches of marketing — they refuse to die. From Nike’s hero swoosh to Netflix’s trickster algorithms, brands still borrow their energy from characters first scribbled into myth and theater. Jung called it the “collective unconscious.” Campbell mapped it into the
Logos as Montage: Why Visual Identity is Editing, Not Drawing Table of Contents Introduction Most people think a logo is drawn. A pen, a napkin sketch, a stroke of genius. That myth fuels design folklore, but reality is messier and more interesting. What is a logo? It’s not just a drawing — it’s a splice
Brand Salience vs. Brand Love Debate Table of Contents Introduction Every marketing conference has it: someone grabs the mic and fires shots about brand salience vs brand love. The Sharp disciples roll their eyes at “love,” while the Lovemarks crew accuses salience nerds of soulless bean-counting. Two camps, two manifestos, one long-running fight. Salience, courtesy
