Essays

Most people think a brand is what you say about yourself.It is closer to what survives when you stop saying anything.

A doctor who prescribes before they examine is a fraud.A brand consultant who does the same is the industry standard.

I work from a city where craft is not a marketing category.It is how things are made.

I belong to a lineage.It shapes my work.I used to say that quietly.I am making it plainer now.

For most of commercial history, branding was a problem of recognition.That problem is solved.