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An inside look at our latest explorations and undertakings.
Why clear identity matters more than ever
This piece on brand ontology gives language to something a lot of teams are already feeling: the growing complexity brands are operating inside and what happens when coherence starts to slip. It names the gap directly. Identity debt is the distance between what you say you are and how you actually behave.
Marketing for generals only?
When you don’t have a clear identity, the default is to speak to everyone. And when you speak to everyone, you end up meaning less to anyone. This article shows that what looks like a channel or segmentation problem is often a coherence problem—marketing stretching to cover for something that isn’t resolved underneath.
BEER
One of our favorite annual industry reviews points to a shift that supports the importance of addressing identity: in crowded, competitive categories, complexity isn’t winning anymore—clarity is. Breweries are moving away from layered, expressive systems toward simpler, more legible ones that help people instantly understand what they’re buying and why it matters.
But wait, there’s more
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About the Author: cat-tonic
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