Topics

The Brand Algorithm is about how brands are built, run and defended, written for the people accountable for them. The essays fall into four areas.

Positioning, brand architecture, brand equity, and the decisions that make a brand hard to replace.

Identity, voice, distinctive assets and guidelines, and how to keep them consistent across teams, agencies and tools.

What AI changes for brands, from how they get found and cited to how they keep a distinct voice, and what it leaves untouched.

Running a marketing organization: budgets, teams, operating models, and the arguments CMOs have to win.