Strategic thoughts on design, technology, and building brands that perform.
May 15, 2026 
David Aaker's model breaks brand equity into five drivers you can actually manage: awareness, loyalty, perceived quality, associations, and proprietary assets. Here is what each one means, how they compound, and how to use the model to build a brand that holds its value.
May 13, 2026 A growing share of searches now end without anyone visiting a website, because an AI answer handled the question first. That is not a reason to panic, but it does demand a different strategy. Here is how to respond.
May 11, 2026 People perceive attractive designs as more usable, even when they are not. The Aesthetic-Usability Effect is real and useful, but it has a dangerous side. Here is how to use it without being fooled by it.
May 8, 2026 People don't buy products, they hire them to get a job done. The Jobs-to-be-Done lens reframes who your competition is and what your positioning should say. Here is how to use it to sharpen your brand.
May 6, 2026 A/B testing promises objective answers, but most tests quietly mislead. Peeking, tiny samples, false positives, and bad hygiene produce confident conclusions that are simply wrong. Here are the traps and how to avoid them.
May 4, 2026 People do not judge an experience by its average, they judge it by its most intense moment and how it ended. The Peak-End Rule explains why, and it changes where you should spend your design effort.
May 1, 2026 Kapferer's Brand Identity Prism maps the six facets that make up a complete brand identity. It looks academic, but used well it is a practical checklist for building a brand that is whole rather than half-defined. Here is how.
April 29, 2026 Marketing automations accumulate faster than anyone retires them, and the dead ones do real damage. Here is how to find and shut down the workflows that are quietly working against you.
April 27, 2026 Complex products do not have to feel complex. Progressive disclosure is the art of showing people only what they need at each moment, revealing depth as they go. Here is how to use it without hiding the wrong things.