The Journal
Field notes on brand warfare.
Essays, sharp takes and thinking-out-loud on positioning, category building and refusing to make average work.
Featured essay
Brand Strategy14 July 2026
Every Brand Needs Haters To Survive.
One-star reviews sting. Silence is worse. Criticism means you interrupted the scroll — indifference means you never existed.
Read the essay
More reading
Brand Voice4 min read
You're Not Professional, You're Boring.
Most brands think polished language makes them credible. All it does is drain the life out of them. Polish is fine — but a brand should also have pulse.
Brand Warfare3 min read
The Weakest Generation Ever?
Today's brands look better than ever — cleaner visuals, sharper edits, more polish. But somehow, less courage. Safe branding is killing brands.