for regular updates featuring our latest thinking on the past, present and future of impactful brands.
This insights section is dedicated to decoding brands and the consumers they aim to connect with. Here you'll find a wealth of articles, case studies and reports to stimulate your perspective on branding. Contributions from our strategy team provide expert points of view on contemporary branding challenges. We analyse trends across industries, from technology to hospitality, sharing practical takeaways. In addition to showcasing our thought leadership, we highlight relevant research from academia. These diverse viewpoints fuel brainstorming and debate around our passion — brands.
Within our insights, you may uncover a framework for developing brand strategy, or a data-driven analysis of brand crises. We encourage you to explore this page as a resource to stay curious.
What a branding studio actually does (and what it doesn't) A branding studio turns one business decision, where to win, into an identity people can recognise: strategy, naming,
Most brand problems aren't design problems — they're choice problems. I started Boringly Effective to put the fundamentals back on the table with guests who have the evidence: Mark Ritson on pricing, WARC on machine-readable brands, System1 on creative testing.
Web3 brand identity searches stall near position 17 with no article of record to answer them. See how to design identity that reads credible, not a cartoon.
Malapascua is the only place on earth where thresher sharks arrive on schedule, yet every resort sells the same promise. Here's how to break the cycle.
Branding vs positioning: positioning is the strategic choice, branding the system that delivers it. Learn which to build first, with a proven framework.
OTAs charge small dive resorts 15-25% per booking. Shift the mix to direct and keep that margin to fund a better guest experience. Read the full playbook.
Web3 queries drove 129 impressions and landed on one case study, with no dedicated article. See how a web3 branding strategy turns that visibility into trust.
Dive resort marketing needs more than paradise imagery. Learn five levers, from the 15-25% OTA tax to season-proofing, through the real Immersion case.
There are no "too bold" ideas, only unprofitable ones. Discover why strategy doesn't kill creativity but makes it bankable and solves real business problems.
A pragmatic guide to brand strategy that refutes tactical marketing. Learn how tribal branding, cultural relevance, and psychological principles build lasting brand equity.
Success brings its own traps. After a brutally honest session with startups, I've listed 6 comfortable illusions we all love, from the "rich country" fetish to why you're not Steve Jobs. A checklist to see if you're doing it too.
What happens when a brand stops trying to fit in and decides to ask the one question everyone is avoiding? Learn how the smartest brands are using behavioral economics to turn simple consumer insights into powerful, conversation-starting moments.