Category · 1 notes

Strategy

Positioning, naming and the argument for doing nothing: deciding what a brand should mean before anyone draws it.

Notes in Strategy

6 min

Average read

6 min

Average read

6 min

Average read

Jan 26

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Jan 26

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Jan 26

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Strategy

Craft

Process

Packaging

Digital

Studio

14 Jan 2026

The case against the brand refresh

Most refreshes solve a problem of boredom inside the company, not a problem of recognition outside it.

6 min

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