Journal
Arguments,not thoughtleadership.
Short pieces on what we are working out: how brands stay legible, why restraint compounds, and what AI actually changes about creative work.
- 01AI in MarketingAI won't replace creativity. Generic creativity will.When the average output becomes free, the only defensible position is a point of view.4 min
- 02Brand StrategyIdeas don't stop when they are launchedLaunch is the least interesting moment in the life of an idea. The eighteen months afterwards are the actual work.4 min
- 03Luxury & Property MarketingLuxury is getting quieterIn property and fashion alike, the signal of value has moved from volume to restraint.4 min
- 04Creative DirectionRestraint as strategyRemoving is the most expensive decision a brand can make, and the only one that compounds.3 min
- 05Website Design & UXA website is a position, not a brochureMost sites describe a company. The useful ones make a visitor decide something.4 min
- 06Growth StrategyYou can measure tasteCreative quality and performance are not opposites. They are the same argument, read on two different clocks.5 min
Disagree withany of it?Say so.
We would rather argue properly than be agreed with politely.