All Posts

There's a certain comfort in realizing that what feels so new often carries the fingerprints of something from the past. Spend enough time looking at how we write for algorithms today, and you'll start to notice a familiar rhythm. Not identical, not nostalgic, but recognizable. The constraints have changed. The mediums have evolved. The tools have become exponentially more sophisticated. But still, the core behaviors, the instincts that shape effective copy, continue to echo

The search for values within the performance of social media. It's been over thirty years since I started my career in advertising. At first, I didn't even talk about branding. Or for that matter, insights and human behavior. But I’ve come to realize that everything about this industry rests on a fragile foundation. Our understanding of people. Every brand strategy, positioning statement, campaign idea, or creative leap begins with that simple pursuit. What do people believe?

In an age of constant reinvention, the strongest brands still trust the truth of their foundations I recently watched The Brutalist , a heavily-awarded film that’s been quietly picking up momentum since its streaming afterlife began. It’s a beautiful movie. But also a surprisingly perfect metaphor for creating lasting brand foundationa and strategies. Early on, I realized this wasn’t going to be just a film. This was going to be an experience. The kind that engages your sense

The Building Blocks of Life Science Brand Storytelling In life sciences, everything begins with building blocks. From the molecular components of DNA to the data behind a clinical trial, the entire industry is built from pure, irreducible elements of science and information. Well, the same holds for creating life sciences brand narratives. When you understand the essential elements that support your narrative, you begin to tell your story in ways that resonate across your en

It’s an act of governance. Let’s be honest, brand voice has for years been a line item in a deck. A few adjectives. A tone guide that no one opened twice. Maybe a lunch-and-learn with the copy team. But that was before the machines learned to talk. Now, AI can speak in your voice. On demand. On brand. And at scale. Until suddenly, it doesn’t. Until it remixes your manifesto into a bad tweet. Or hallucinates product claims in a customer reply. Or answers a question like a snar