Notes onculture & brand.

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StrategyOct 2025

The Death of the 'Safe' Rebrand

Why the current era of identical, risk-averse brand systems is coming to an end, and what the next decade of distinction looks like for founders willing to bet on themselves.

8 min read

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Notes onculture & brand.

The Death of the 'Safe' Rebrand

Why Performance Marketing Needs a Brand Lens

Designing for the Next Generation of SaaS

Hospitality in the Age of Algorithm

The Invisible Hand of Tone of Voice

Founders as Editors-in-Chief

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Intelligence,
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