The Journal
Stories & ideas
Thinking out loud about branding, storytelling, and building businesses people belong to.
Featured5 min readBranding
Why every brand needs a trybe, not just customers
Customers buy once. A trybe belongs. Here is how to build a brand people choose to be part of.
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8 Sept 20264 min read
The Power of Place: Why Geographical Branding is the Ultimate Economic Catalyst.
Place branding is used strategically to attract foreign investment, talents, tourism, and capital.
20 Aug 20264 min read
Why Brand? (Your Personal Branding Edition)
Until you differentiate, you are a commodity.
15 Jun 20266 min read
Branding for African SMEs: punching above your weight
You do not need a multinational budget to look and feel like a serious brand. You need the 3Cs.
2 Jun 20264 min read
The anatomy of a brand story that sticks
Great brand stories are not accidents. They follow a structure. Here is the one we use.