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Stuff worth saying.
The optimism deficit.
Are your brands words working against you?
Insight
August 2025
Court
Why pretty without purpose is just expensive decoration.
Exploring the gap between design and purpose.
D2C: Time 2 level up your product pages.
Rethink the scroll: why product pages are now your brand’s main event.
July 2025
Is becoming more powerful than being?
What TikTok creators understand about building trust and why brands need to catch up.
Would you want your ai on your team?
Why trust, tone, and brand behaviour matter more than intelligence.
Are guidelines out and vibes in?
Why ‘the vibe’ is challenging the rules and what that means for brand consistency.
Authenticity isn't a texture.
Why authenticity is no longer a brand value, but the bare minimum.
June 2025
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