Some brands become so successful they stop being just brands and start becoming part of everyday language. That might sound like the ultimate win, but it comes with a hidden cost.
Vlad Tarcan
Decoding desire. Consulting for brands.
Letters on desire, culture, and identity
One essay a month. Cultural artifacts decoded through a brand consultant's lens. No schedule, no upsell.
Fyodor Dostoevsky famously said "Beauty will save the world." What does that mean for brands?
If you're just starting a business, you face the difficult decision of using your own personal name or a made-up brand name. But what if you ask this question differently?
What is a brand? When St. Augustine was asked what is time: “I know what it is, but when you ask me I don’t.”
How Andrew Bustamante's RICE framework works when applied to marketing tactics.