Lab Notes
What we are finding out
Essays from live work. Brand strategy, positioning, and the distance between what a founder means and what the market actually hears.
- Field Notes
- Gap Map
- Learning Log
Field Notes
What AI can and can't do in brand strategy
AI belongs in the expression layer, not the vision layer. Here is where I draw the line, why I draw it there, and two brands that show what happens on each side of it.
Learning Log
How often should you refresh your brand strategy?
The question has a wrong assumption inside it. Brand strategy is not one thing on one clock, and treating it as one is how brands end up rebranding instead of fixing anything.
Field Notes
Why AI copy sounds the same across every brand
Your AI copy is not bad. It is average with excellent grammar, which in a crowded category is worse. Here is the mechanism, and the one thing that fixes it.