Pax Silica: Much Ado About Nothing
Pax Silica has no confirmed investor and no tenant, yet everyone is fighting over it. A lesson in owning the narrative, and why a semblance of a plan is not a plan.
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Brand
Brand strategy, marketing, and the businesses getting it right — and wrong.
26 posts
Diversity Marketing Is Working
Gap's KATSEYE ad moved denim sales while the louder campaign next door moved a stock price. Three years of Gap campaigns say the same thing about reading the room.
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Samsung's Petty Genius
They named their new foldables to box in Apple before Apple even ships. I'm a Samsung guy, and I'm here for it.
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Norwegian Air Bet British Airways on the World Cup. The Real Story Is Who Said Yes
Most trend-jacking is a miss. The ones that land come down to whether someone in the room was willing to approve the risk, and whether the math actually works.
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Builders and Buyers
Acquisitions grow your portfolio. Building grows your brand. They’re not the same thing.
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Give Potato Corner Their Flowers
A brand person’s appreciation of how Potato Corner keeps the menu interesting, what McDonald’s gets right about scarcity, and why Jollibee keeps frustrating its own customers
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What Philippine Fashion Brands Are Sitting On
A brand person's take on why local labels are losing ground, who's figuring it out, and what it would take to compete globally
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Why Your Branding Is All Over the Place
Why your branding is all over the place — and what your org chart is hiding.
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The Company in Cyan
Green GSM has a real window right now. Here's what they should do with it.
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Knowing Where Your Brand Ends: A Framework for Brand Expansion That Doesn't Erode
When to expand, when to hold, and the difference between territory, promise, and portfolio expansion — using Oishi, Dove, Magnolia, Nescafé, and Happee as case studies
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Branding vs Marketing: 10 Things Most People Get Wrong
They're not the same thing. And confusing them is costing you more than you think.
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Why Too Much Choice Feels Like Work
Decision fatigue, brand strategy, and why reducing choice is the most customer-centric thing a brand can do
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San Miguel Pale Pilsen Doesn’t Have a Youth Problem; It Has a Clarity Problem.
A brand strategy analysis of San Miguel Pale Pilsen, legacy marketing, and the cost of trying to speak to everyone
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