Brand
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Brand12 min readCo-Branding: Two Names on One Product, and Who Answers for It
Co-branding puts two names on one product, so one of you made it and the other lent its name. See what that loan obliges you to do, and what it costs.
Editorial TeamEditorial DeskSeptember 17, 2026
Brand13 min readThe Five Brand Architecture Models, From One Name to None
Work out which structure you are already running, what each one costs to keep, and how to decide the name your next launch should carry.
Neeraj JivnaniFounderSeptember 17, 2026
Brand14 min readAll 12 Brand Archetypes, and What You Give Up for Each
The character each one commits you to, the sentences it licenses, the ones it takes off the table, and how to settle a tie between two of them.
Camille LaurentBrand Positioning StrategistSeptember 17, 2026
Brand13 min readBrand Naming: How to Choose a Name Before You Fall for One
Most of what you like is already registered somewhere. Here is the order that stops you losing a week to a shortlist you can never use.
Neeraj JivnaniFounderSeptember 16, 2026
Brand14 min readWhat Brand Identity Is, and Which Parts You Cannot Afford to Move
See what an identity is made of, the order to decide it in, and which five signals you commit to and then leave alone once customers know them.
Camille LaurentBrand Positioning StrategistSeptember 11, 2026
Brand14 min readBrand Guidelines That Someone Can Follow Without Asking You
Your rules only work if someone can follow them without asking you. What belongs in the document, at the level of detail that makes it usable.
Editorial TeamEditorial DeskSeptember 10, 2026
Brand14 min readThe Three Types of Brand Awareness, and How to Tell Which One You Have
Recognition, recall and top of mind come from three different questions. Learn which one your business should be reading, and how to measure it.
Camille LaurentBrand Positioning StrategistSeptember 16, 2026
Brand14 min readWhat Rebranding Is, What Usually Triggers One, and What the Logo Can and Cannot Fix
Most rebrands follow a change in the business, not a creative decision. See what that means for your name, your logo, and the people who explain it.
Editorial TeamEditorial DeskSeptember 16, 2026
Brand15 min readWhat Brand Voice Is, and How to Write One Your Team Can Use
Place your voice on four scales, name what it is not, and write it down so anyone on your team can publish without checking with you first.
Camille LaurentBrand Positioning StrategistSeptember 10, 2026
