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Twenty years of field notes.
Long-form essays, short field notes, technique deep-dives, and answers to the same handful of questions we keep getting asked. Searchable. Sorted by pillar. Free, always.
Long-form essays, short field notes, technique deep-dives, and answers to the same handful of questions we keep getting asked. Searchable. Sorted by pillar. Free, always.
Visualization is a useful tool in rebrand identity work when used with specificity. The challenge with most visualization approaches is they focus on outcomes…
Integration is the step most often skipped in rebrand identity work. Insight arrives, experiments run, breakthroughs occur — and then immediately another insight is…
In rebranding, the shadow dimension shows up in specific, recognizable ways: the parts of the new positioning that feel inauthentic, the resistance to the…
The mindset reset is a cognitive-layer technique for rebrand identity work. Used with an understanding of its function and limitations, it’s a useful tool…
The identity dimension of rebranding doesn’t move through occasional sessions or peak-state experiences. It moves through consistent, small, daily engagement with the work. This…
The identity-level approach to rebranding distinguishes between two different kinds of change: behavioral change (doing things differently) and identity change (being different, which then…
Most rebrand conversations start with the mind: strategic planning, narrative development, belief updating. The body-first technique reverses this sequence — starting with the body’s…
“Rewiring” is sometimes used loosely to mean changing beliefs or shifting mindset. In the context of rebrand identity work, it refers to something more…
The somatic approach to rebrand identity work addresses the layer where most of the identity is actually held — the body’s encoding. Cognitive reframes…
The 6-Layer Model — Essence, Ego, Narrative, Somatic, Behavioral, Relational — provides a diagnostic framework for understanding where, specifically, the resistance to a rebrand…