Insights
Essays on brand and commercial strategy, luxury spirits marketing, AI discovery, and the systems that help good ideas travel. Written from the field, not the sidelines.
Essays
Marketing was organized around discovery, then attention. Now it also has to account for recommendation. What that shift means for brand strategy, content, and the authority footprint a brand builds over time.
Most strategy does not fail because the idea is bad. It fails because the path from idea to execution is vague. How positioning, narrative, channel strategy, sales tools, and field feedback turn a good idea into something the market can use.
Sensory brands like whisky, wine, and hospitality do not live in function. They live in sensation. Why translating taste, aroma, and texture into language is strategy, not decoration.
Coming next
What Makes Luxury Spirits Marketing Different?
Where to next?
