insights
Designing a Web3 Brand Identity That Isn't a Cartoon
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.
Andrei Tarnovski
Andrei Tarnovski is the founder and marketing strategist at TARNOVSKI Marketing Consultancy in Bucharest. Background in marketing philosophy, consumer psychology and behavioural science. Holds a MiniMBA in Marketing with Distinction. Regular speaker at marketing and branding conferences including EastCreative (Poland) and Business Brains (Romania). Leads positioning, segmentation, brand architecture and research.
insights
Why Dive Resorts Need a Brand, Not Just a Logo
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.
insights
Branding vs Positioning: Why Strategy Wins
Branding vs positioning: positioning is the strategic choice, branding the system that delivers it. Learn which to build first, with a proven framework.
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The OTA vs Direct Booking Playbook for Small Resorts
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.
insights
How a Web3 Branding Strategy Earns Trust
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.
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Dive Resort Marketing: The Five Levers That Fill a Resort
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.
The Myth of "Bold Ideas": Why Creativity Without Strategy is Just Expensive Fluff
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.
The Tribal Mandate: An Unsentimental Guide to Brand Strategy
A pragmatic guide to brand strategy that refutes tactical marketing. Learn how tribal branding, cultural relevance, and psychological principles build lasting brand equity.
Lessons from HighFlyers: 6 Comfortable Illusions We Love in Startups
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.
The Well-Placed Rupture: How GWI Used Behavioral Science to Command Attention
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.
Cannes Lions 2025: Day 4 Highlights
Our Cannes Lions Day 4 debrief covers Mark Ritson's masterclass on effectiveness, WPP's data on consumer choice, and the rise of boutique agencies. Key insights on brand strategy, distinctiveness, and data-driven creative quality.
Cannes Lions 2025: Day 3 Highlights
Highlights from Day 3 of Cannes Lions 2025. Insights on creative risk from WARC, curiosity from Peter Jackson, and the story behind Hyundai's Grand Prix-winning film that wasn't an ad.