Two kinds of writing. A View is an argument with a person behind it — what we think and why we might be wrong. An Analysis takes a focused look at a market, prompted by something worth examining. Most of our writing grows out of work we can’t discuss publicly.
Why a strong brand is a strategic asset while performance is only a tactical tool — and what happens to a company that spends a decade optimizing the second and neglecting the first.
Read02Mildberry Cloud, formerly Mildberry, has been developing brands since 1999. Its founder, Oleg Beriev, reflects on the company’s ongoing experiments with decentralized structures, autonomies, and holacracy.
Read03No longer limited to one room, strategic sessions are moving from offline to online as teams become more geographically distributed.
Read04Own brands stopped being the cheap option and started setting the category standard. What that does to everyone who used to be the standard.
Read05A brand becomes emotional through what it does, not merely through what it says.
Read06A deep-dive interview on how new models of transformation are reshaping the way organizations imagine change and create meaningful futures.
Read07A strong strategy does more than define what a brand stands for. It gives teams a shared framework for making clear, consistent choices.
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