Featured · Strategy · 6 min
Attention is a currency. Most brands are broke.
The average person sees thousands of brand messages a day and remembers a handful. Here's the math of being one of them.
Read the essay →
Insights
Notes from the attention economy.
No thought-leadership filler. Just what we're learning while building brands people actually notice.
Creativity · May 2026 · 5 min
The big idea isn't dead. It just moved.
Campaigns used to live for a quarter. Now an idea has to survive 200 formats and a comment section.
AI · Apr 2026 · 6 min
AI closed the skill gap. Taste is the new moat.
When everyone can generate everything, the only differentiator left is knowing what not to ship.
Branding · Mar 2026 · 7 min
Nine signs your rebrand will fail before it starts
Most failed rebrands make the same mistakes — and make them early, in the brief, before a single pixel moves.
Growth · Feb 2026 · 6 min
The performance vs. brand debate is a spreadsheet error
Attribution windows made brand look expensive and performance look free. Both numbers were wrong.
Design · Jan 2026 · 5 min
Your brand's most important asset moves
Static guidelines are obsolete. How a brand moves is now as recognizable as how it looks.