Journal

Notes & points of view.

Our thinking on brand, content, AI, and the work in between. Short, opinionated, and written by the people doing the work.

Where AI actually belongs in a brand

Companies keep bolting AI onto the front of the brand. It belongs in the back.

Volume is a tax you pay forever, and most of what it buys disappears the moment you stop.

The gaps between your vendors are where the brand leaks.

A page with one idea reads as confidence. A page with ten reads as fear.