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Identity

Visual and verbal identity: how brands look, sound and stay distinctive.

Newsletter

Why “Liminal Horror” Went Mainstream

What can thatched roof feuds teach us about innovation? Is Liminal Horror a pandemic callback for Gen Z? These and more in this week’s Sunday Strategy

June 8, 2026

Newsletter

OpenAI’s “Goblin Mode” and the Rethinking of Museums

Is a love of raccoons or goblins something that make’s AI more or less human? We look at this and more in this week’s issue of Sunday Strategy

May 3, 2026

Newsletter

The Problem With Professional Certifications

What is the value of professional certifications? Can you sell horsepower as a subscription? We look at these stories and more in this issue of Sunday Strategy

August 24, 2025

Thinking

How Do You Name a Brand?

How do you name a brand? It is important and seemingly complex, but the secret to doing it well is identifying what job it does.

March 9, 2025

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