FIELD NOTES

JOURNAL

Notes on strategy, expression, experience, and the small decisions that make a brand world feel alive.

Notes on strategy, expression, experience, and the small decisions that make a brand world feel alive.

FEATURED NOTE

LUNCHBOX field note on brand experience and brand equity.

EXPERIENCE

DON'T SAY MORE, MEAN MORE.

DON'T SAY MORE, MEAN MORE.

DON'T SAY MORE, MEAN MORE.

Only 28% of brand equity comes from paid media. The rest is built in how a brand feels to meet. Why experience, not advertising, is the real differentiator now.

Only 28% of brand equity comes from paid media. The rest is built in how a brand feels to meet. Why experience, not advertising, is the real differentiator now.

READ NOTE

LATEST WRITING

Strategy / Expression / Experience

Yellow and blue packaging detail

STRATEGY

BE BRAVE, IT'S SAFER

For 99.999% of their lives, people don't care about your brand. Why standing out, not playing safe, is how you win the only moment that matters.

4 min read

Graphic arrow sign in black and orange

EXPRESSION

LOOK BIG, RAISE BIG

Your brand is probably underselling your business. The three-stage LUNCHBOX rebrand process for closing the gap and lifting your valuation before a raise.

5 min read

Paper samples on a wooden surface

STRATEGY

AVERAGE CREATIVE, NOW FREE!

AI can now make an ad no one can tell is AI. It still can't make you different. Why "good enough" is the most expensive thing a brand can be.

7 min read