A curated collection of essays, observations, and cultural analyses exploring storytelling, behaviour, and the quiet decisions that shape brands. Some pieces are new, some are from the archive — all reflect how I think about people, creativity, and meaning.
What the Anaheim Ducks Rebrand Teaches Us About Brand Equity
On emotional memory, community ownership, and why listening is the foundation of meaningful rebranding. A look at how the Ducks’ identity realignment demonstrates the power of acknowledging what audiences already feel. → Read on Substack
Why Storytelling Matters in Brand and Business
A reflection on how narrative shapes human behaviour, decision‑making, and brand perception — from Netflix to finance. This piece explores the universal mechanics of storytelling and why they matter across every industry. → Read on Substack
Nike, Michael Jordan, and the Quiet Power of Brand Equity
A short reflection on how brand trust is built long before a purchase is made. Using Nike as an example, this piece explores the idea that true brand equity isn’t persuasion — it’s accumulated behaviour, consistency, and emotional memory. When a brand becomes connective tissue rather than marketing, decisions feel effortless. → Watch the clip / Read on Substack
How Cornetto Turned Packaging Into Storytelling
A reflection on one of Cornetto’s Cannes‑winning ads and why it works so well — not just creatively, but strategically. This piece explores how a simple, familiar gesture (ripping the wrapper) becomes a brand asset, how packaging can act as narrative, and why clever, human‑centred ideas resonate more deeply than traditional product‑first advertising. → Read on Substack
Lego, Storytelling, and the Power of Creative Community
A reflection on why Lego remains one of the world’s most enduring brands — not because of product alone, but because of its mastery of storytelling, creativity, and community co‑creation. This piece explores how Lego’s simplicity, imagination, and collaborative platforms like Lego Ideas have built a brand that transcends generations and continues to innovate in culture, content, and experience. → Read on Medium
Innovation, Behaviour, and the Changing Landscape of Brand
An exploration of retail, digital shifts, and why brands must evolve to stay relevant — from Toys R Us to Uber, Airbnb, and FAO Schwarz. A piece about innovation, human behaviour, and the consequences of resisting change. → Read on Medium
Why Creativity Resonates: Lessons from Advertising and Orange Is the New Black (2014)
An early exploration of why certain stories break through culture — connecting advertising, creativity, and the rise of Orange Is the New Black. Long before I had the language of brand strategy, I was analysing narrative, emotional resonance, and the behavioural patterns that make work feel fresh, human, and culturally magnetic. → Read on Medium