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An inside look at our latest explorations and undertakings.
Leading with identity
When things feel uncertain, the instinct is often to tweak the messaging. Adjust the campaign. Push harder. But brand isn’t a megaphone—it’s infrastructure. It’s the system that steadies decisions, aligns teams, and makes action coherent when circumstances aren’t. This reflection from Porto Business School reinforces something we believe deeply: when identity leads, everything else gets clearer.
The value of good
When brands do more than sell—when they stand for something and put real resources behind it—people notice. In times like these, that kind of identity isn’t just good for culture, it’s good for business too. This piece shows how mission-led spending from MAC and Kenneth Cole is proving that investing in people and purpose can strengthen loyalty and long-term value.
A short-sighted big brother
Ring framed “Search Party” as a way to reunite people with lost dogs. Internal messaging suggests broader ambitions. It’s a reminder that when identity isn’t clearly defined, scale can drift toward whatever is most exploitable. Systems don’t just reflect intention—they expose it (requires an account to read).
But wait, there’s more
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About the Author: cat-tonic
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