The BlogFrom the playbook.
Sharing insights, methods, tactics, and lessons from 20 years in global marketing.
Brand is the operating system—not the paint job.
When the Brand OS is clear, aligned, and trusted, decisions feel faster and more confident. When it’s fragmented or outdated, even good teams struggle to execute.
Marketing Myopia: Why Your Value Proposition Won’t Always Hold—and How to Evolve Before You Lose Your Customer Base
Most growth plateaus aren’t caused by bad execution.
They’re caused by a value proposition that quietly stopped expanding.
At a certain stage, “more marketing” just means higher CAC and diminishing returns. The playbook that once worked is now the constraint.
The Jaguar Rebrand: A Case Study in Attention Seeking vs. Brand Building
Nearly a year on, Jaguar’s controversial 2024 rebrand offers a useful — if uncomfortable — lesson for modern brand leaders.
Your Focus on Performance Marketing Is Killing Your Brand (But It Doesn’t Have To)
Why the divide between brand and performance marketing is destroying long-term value—and how to fix it.
The Best Strategy for Portland Brands in 2025
Portland, Oregon brands are some of the most creative in the world. But to compete in the new market, they’ll need to make this change in 2025.
Fractional CMO: What Is It, and Do I Need One?
How a Fractional CMO can help you, and when to hire additional help.
