The journal
Notes on building brands with intention.
Strategy, positioning, and the thinking behind the work — written openly.
- July 2026Marketing Trends
The Pepsi Harrier Jet: What a $37 Million Marketing Stunt Still Teaches Us in 2026
Pepsi ran an ad. A college student demanded the jet. A lawsuit followed. Almost thirty years later, the Harrier jet fiasco is still the clearest lesson in what happens when marketing overpromises — and what strategy is actually for.
8 min read - July 2026Social Media
The Metrics That Don't Matter (A Controversial Take From Someone Who Does This for a Living)
Followers, likes, impressions — most of what's on your social media dashboard is decoration. Here's what actually predicts revenue, from someone who manages social for a living.
7 min read - July 2026
PersonalWhy I Hate Promises in Marketing (And Why That Should Make You Trust Me More)
Any marketer promising guaranteed results is lying to you — and here's why. An honest look at what marketing can actually control, and what it never will.
7 min read - July 2026Social Media
What to Expect From a Social Media Manager (And What's Not Fair to Expect)
A social media manager can transform your online presence — but they're strategists, not magicians. Here's exactly what to expect, what not to, and what makes the partnership actually work.
8 min read - July 2026
Social Media9 Signs Your Business Needs a Social Media Manager (Not More Motivation)
Posting inconsistently? Getting likes but no leads? Here are 9 honest signs it's time to hand your social media to a professional — and 2 signs it isn't.
7 min read - July 2026
Brand StrategyPersonal Brand vs. Business Brand: Which One Are You Actually Building?
Personal brand or business brand? Most founders never decide — and it shows. How each one grows, what each is worth, and how to choose.
7 min read - July 2026
Social MediaHow Much Does Social Media Management Cost in 2026? (Honest Pricing Breakdown)
An honest breakdown of freelancer, agency, and in-house social media management pricing — and what you should expect at each level.
8 min read - June 2026
Marketing TrendsBranding in 2026: The Trends, Terms, and Brands Worth Watching Right Now
A clear, jargon-free tour of where branding stands in mid-2026 — the trends, the terminology, and the brands getting it right.
9 min read - June 2026
Marketing TrendsWhy Blush Is Booming — and What It Teaches Every Brand About Marketing
Blush sales are surging and the marketing behind it is a masterclass. Here's what the blush boom teaches beauty brands about selling in 2026.
6 min read - June 2026
Marketing TrendsWhy Does Every Beauty Brand Suddenly Look Like Breakfast?
Baguette ties, lip gloss in martini glasses, Tiffany on toast. A breakdown of gastro-marketing — the sensory strategy quietly hijacking your appetite to sell you beauty.
6 min read - June 2026
Brand StrategyHow Rhode Used Sensory Marketing to Build a Billion-Dollar Brand
Hailey Bieber's Rhode sold for up to $1 billion with ten products and zero traditional ads. A breakdown of the sensory marketing strategy behind it.
7 min read - June 2026Local & Industry
Branding for Spas, Gyms, Pilates & Beauty Studios in Monmouth County, NJ
A strategy-first branding guide for med spas, gyms, Pilates studios and beauty businesses in Monmouth County, NJ.
9 min read - May 2026
PersonalBuilding brands worth remembering.
A little about me, the work I do, and who I do it for.
5 min read