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10 pieces
Before you score anything, you need to know whether the company can survive being scored. A short protocol for finding out. Every measurement programme has a political precondition: somebody has to be…
Priya Nair / 31 August 2026 / 1 min
What a market with cheap distribution and expensive trust builds instead of advertising. The thing that does not travel from the case studies is how little of the work here is advertising.…
Priya Nair / 26 July 2026 / 1 min
A conversation about walking away from a 40,000-follower audience and what replaced it. We met in an office that has clearly not been optimised for a camera, which is the first honest…
Daniel Reyes / 24 July 2026 / 1 min
Twelve months of brand capital scoring across a mid-market services firm, and the three interventions that carried almost all of the movement. Most brand reporting is a list of things that happened.…
Riddhi Sharma / 21 July 2026 / 2 min
An outside consultant’s case against the two-day offsite, and what she runs instead. I have run the two-day offsite perhaps forty times. It produces energy, alignment, a set of photographs and a…
Amara Okonkwo / 18 July 2026 / 1 min
The scoring model, written out plainly, with the arguments against it included. This is the model. It is not proprietary and there is no course at the end of it. Brand capital,…
Riddhi Sharma / 16 July 2026 / 2 min
The order of operations matters more than the positioning itself. A working sequence, with the failure mode at each step. Repositionings fail on sequencing far more often than on the strategy. The…
Amara Okonkwo / 2 July 2026 / 1 min
Brand capital is only measurable at the moment you spend it. Notes from fifteen years of watching companies spend it badly. You cannot see a balance until something is withdrawn. The withdrawal…
Tom Vestergaard / 30 June 2026 / 1 min
A founder on refusing every category label offered to her, and what that cost in the first year. The company had been offered three category labels by three different sets of investors,…
Daniel Reyes / 28 June 2026 / 1 min
Everything published on brand building is written for startups or for the Fortune 500. There is a large, profitable gap in between. Firms between forty and four hundred people are the least…
Tom Vestergaard / 9 June 2026 / 1 min