BRANDS. BUSINESS. A POINT OF VIEW.THE BRAND THESIS THINK OUT LOUD

[ THE LONGER CONVERSATION ]

THE EDIT.

Opinions on brands, commerce and the decisions behind growth.
Skim first. Go deeper when it grabs you.

THE TL;DR

BRAND / REBRANDING

Before You Rebrand, Ask What Your Customers Would Miss

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Protect the visual cues customers use to find the product.
Test the redesign in a shopping situation, not just a presentation.
Give each change a clear commercial reason and plan the transition.

What are we making easier for the customer, and what are we asking them to learn again?

THE READS.

6 PERSPECTIVES

THE BREAKDOWN / 01

BRAND / REBRANDING

Before You Rebrand, Ask What Your Customers Would Miss

Before changing the look, identify what customers already use to recognize you.

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THE BREAKDOWN / 02

BRAND / COMMERCIAL STRATEGY

The Part of Oatly’s Brand Strategy I’d Actually Borrow

The useful lesson is how the voice, packaging and route to market fit together.

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GROWTH / A POINT OF VIEW

Being Everywhere Isn't a Growth Strategy

The uncomfortable math behind new channels, complexity, and profitability.

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BRAND / DIFFERENTIATION

When Everyone Launches the Same Thing

What similar products reveal about supplier risk and brand identity.

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AI + TECH / STRATEGY

I'm Less Interested in AI Hype Than AI Context

A tool can't make a good decision without understanding the business.

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GROWTH / INTERNATIONAL

Global Growth Isn't Copy and Paste

How localization changes the channel strategy, the customer experience, and the real cost of expansion.

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