How Brands are experienced and remembered
I once talked about the idea of sameness. When we’re only exposed to media like Pinterest, which manufactures taste, logos that are used to differentiate are no longer enough. People do succumb to the sameness, and that’s the moment that brand recognition fails. What people remember is not what they see, it’s what they experience. A shift from visual to emotions.
Beyond Business — Why Cultural Relevance matters
The primary objective of mass marketing is calibrated towards constant visibility. But what was not mentioned is that the moment you stop feeding into it, you can easily be forgotten. This is when Cultural Relevance matters.
Coachella - 2026 Post-Event Strategic Impression
Coachella’s first of the two weekends just concluded and it signals where attention is moving next. What happens in Coachella is rarely only about music now; it’s all about status signalling and who holds the cultural power of the moment. The sheer scale of Coachella is worth noting, but, without careful consideration, it can lead to dilution. Here’s a post-event Strategic Impression on Coachella.
The Hidden Cost of Pricing for Rapid Growth
Most businesses don’t think of Pricing as a positioning decision. It’s more tactical. Frequently adjusted to sell more, lowered to compete, and bundled to increase volume. Over time, it also does something else: price is highly correlated with how our business is perceived.
Glossier - A Strategic Impression
Glossier is one of the many brands I have long advocated for. They have pioneered a meticulous direct-to-consumer (DTC) model and reshaped how consumers discover, shop, and engage with brands. They have built advocating communities, skipped the retail process, and scaled at speed. However, after years of dominating the beauty industry, Glossier is in trouble and is in need of a major reset.
Why brands lose their soul when scaling rapidly.
As the business grows, that clarity starts to stretch. More people get involved. More decisions are made across different areas. More outputs are produced at a faster pace. And over time, things start to feel slightly inconsistent.
Unpacking luxury and why it’s not entirely “anti-growth.”
Growth creates momentum and gives proprietors a sense of purpose. But what I question is the way growth is often pursued — quick-paced, wide-reaching, with little control.
From SHEeo to MUJ — On my quiet evolution and building with restraint.
The SHEeo Society was a necessary phase. A period of expansion and exploration that taught me what scale and success feel like.
CREATING A BRAND THE TASTEFUL WAY
Everyone is a brand expert these days, But creating one the tasteful way requires real strategic thinking to develop depth and character.
THE LUXURY EXPERIENCE ECONOMY
Experience Economy have been integral to luxury brands where physical spaces and services are directly experienced by their consumers making it essential in communicating the entire essence and values of a brand.