The Brandsmith

The Brandsmith

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In defence of boring.

Cloud Dancer may be exactly what we need right now.
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The magic is in the mess.
The biggest brand breakthroughs happen when you stop trying so hard.
 • Solveig Petch
I'm expensive. Or ... am I?
There’s a hidden message in every price tag — what does yours say?
 • Solveig Petch
I'm calling about your [mobile phone company] subscription.
(AKA: How to destroy brand cred — in one simple phone call.)
 • Solveig Petch
There's no such thing as "business as usual" in 2025.
Choosing sides is not optional, and staying neutral is a political statement.
 • Solveig Petch
When founders go rogue.
Charismatic founder: powerful asset or potential liability?
 • Solveig Petch
Branding for the masses vs. branding for a select niche.
Could chasing mass-market appeal be setting your brand up for failure?
 • Solveig Petch
No, AI won't replace you (unless you let it).
TL;DR — While others panic, you should evolve.
 • Solveig Petch
When a logo sparks outrage: a brandsmith's perspective on what the public rarely sees.
TL;DR — The public price tag tells only half the story.
 • Solveig Petch
When your message finds its home.
The unexpected echoes of showing up as your true self.
 • Solveig Petch
The power of a strategic 'no' — building a brand with backbone.
AKA: Why I turned down three months of guaranteed income.
 • Solveig Petch
The profit paradox.
Doing good is good business — how purpose-driven brands outperform their profit-only competitors.
 • Solveig Petch
That cat has balls.
Why "everyone's" hot take on the Jaguar rebrand might be missing the point.
 • Solveig Petch
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