Ideas, insights, opinions and blurry eyed Sundays.

10.13.2025

Purpose + Profit: Rethinking the Relationship That Powers Modern Brands

It's ok to acknowledge profit in the same way you would celebrate embracing purpose-led culture... it doesn't mean you don't care about the planet, saving whales or giving your team free fruit all day.

How Brand Strategy Builds Competitive Advantage in the UK Defence Sector

How UK defence brands win has changed. It’s no longer just about capability; it’s about clarity, credibility, and trust. Here’s how a sharp brand strategy builds commercial advantage across the UK defence and aerospace sector.

From Amazon to Adobe: Is 2025 the Year of the Quiet Rebrand?

Amazon and Adobe are proving 2025 is the year of the “quiet rebrand.” Subtle tweaks, sharper systems, no drama. But can refinement really outshine reinvention - and what does it mean for brands without global recognition?