Forms of proof
Social proof has a hierarchy, and most brands camp out at the bottom of it. A field guide to evidence that doesn't…
Strategy
33 Articles
Branding is repetition with conviction
Your team is sick of the tagline right about the time the market is hearing it for the first time. That gap…
The anatomy of a good CTA
Button copy is the shortest writing assignment in the business and the most skipped. A dissection, in four parts.
Write like you talk, edit like you don’t
Draft with your speaking voice for honesty. Edit with a stranger's eye for precision. Copy fails when one brain tries to do…
A logo can’t save you
The mark is the smallest part of the system. Everything people actually remember about you is behavior.
“Target audience: everyone” means no one
Breadth feels safe and reads as static. Here's how to narrow the aim without shrinking the ambition.
Marketing when nobody’s clapping
The dashboard measures applause. Most of marketing's real work happens where you can't hear it.
The rebrand you probably don’t need
New logo, new palette, same problem in a better outfit. Before you burn it all down, make sure the brand is what's…
Nobody reads your mission statement
The plaque in the lobby isn't the problem. The problem is what happens at 4:55 on a Friday.
Positioning is deciding what to lose
Everyone wants sharper positioning until they see the price tag. It's not written in dollars. It's written in everything you agree to…
Your brand isn’t what you say it is
Brand lives in the reply time, the invoice, the 404 page — every place nobody thought brand was on duty.
The real cost of cheap
The budget build, the year-one patch-up, the proper rebuild, and the months of momentum nobody thought to invoice. Keep the receipt.