Strategy and meaning

Brand strategy as a lever for business and culture. Research-backed essays on positioning, purpose, value, and the decisions that shape how brands endure.
Strategy and meaning

When brands become memes (and why it works)

A meme works not because it is funny, but because it signals cultural membership. Brands that understand this stop trying to go viral and start trying to be genuinely fluent in the language of the spaces they want to inhabit.
Strategy and meaning

The cinematic brand: lessons from film in building emotional connections

Cinema and branding share the same toolkit: character, structure, visual language, and emotional architecture. The brands that understand this are not producing content — they are building worlds.
Strategy and meaning

Hyper-personalization and AI: the future of customer experience

What most brands have not solved is the harder problem: building the trust infrastructure that makes personalisation feel like a service rather than surveillance.
Strategy and meaning

Niche influencer collaborations: building authentic connections

Reach was never the point. The brands winning at influencer marketing are the ones that understood communities first — and treated creator relationships as partnerships, not placements.
Strategy and meaning

How brands can communicate real value to today's shoppers

Value is no longer about price. It is about the whole impression a brand makes — and whether that impression holds up when consumers, who have never been more sceptical, decide to look closely.
Strategy and meaning

Millennials and the search for authentic purpose

Millennials don't want purpose-driven brands. They want brands whose purpose is visible in how they operate, not in what they say about themselves.
THE ZIRRAH DISPATCH

Thinking out loud, delivered occasionally.

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