Category: Reflections
Beyond Disruption: Branding as an Evolutionary Filter
In recent years, our world has been changing at such an incredible pace that words like “transformation” or “disruption”, which were so popular in business and marketing circles just five years ago, seem to fail to reflect the present reality. Photo by Andres Herrera on Unsplash Today, the experience feels closer to a collapse of old structures,…
The End of Anthropomorphic Branding: When the Inhuman Becomes Relatable
From ancient myths to AI, we’ve always tried to make the inhuman more human. But what if the future of branding lies in going beyond human? Photo by The New York Public Library on Unsplash Long before brands, advertising, and marketing, there were myths. The human mind is biologically wired to simplify complexity and bring structure to chaos.…
How Brands Will Survive the Non-Human Pace of Time
In a life lived at hyper-speed, what kind of relationships can brands still build with their audience? Photo by Pawel Czerwinski on Unsplash The speed of life is starting to feel… inhuman.Do you ever feel like you’re falling behind — struggling to keep pace with the news, the innovations, the constant stream of everything? I do. And lately,…
Attention Fatigue: When Everyone Speaks, but No One Listens
We’ve optimized marketing for attention. But in the process, we’ve forgotten what attention is actually for. Photo by Adrien Olichon on Unsplash The Paradox of Attention Wherever attention flows, money tends to follow. That’s the mantra of today’s marketing — and yet, when brands rush to follow, something else often gets lost. In many ways this logic makes perfect sense — brands…
Do I Even Need a Brand?
In an AI-powered, performance-driven world, what kind of brands still make sense — and for whom? Photo by Jose Manuel Esp on Unsplash Brands aren’t what they used to be — and maybe that’s okay. In this piece, I explore what makes a brand different from a trademark, why emotional consistency still matters, and whether your brand can survive a world…
Will Brands Survive the Third Wave?
After 20 years in branding, I’ve seen three major shifts. The third one is already unfolding — and it’s unlike the others. Photo by Daniel Pichardo on Unsplash Branding has come a long way — but somehow, it’s more confusing than ever. I’ve been watching the shifts, both subtle and massive, for over two decades, and this article is my way of…