Reading
Brand & Positioning
What PPAI Expo 2026 says about merch as infrastructure
I spent several days at PPAI Expo in Las Vegas this January. The products that held up best were tied to a purpose, which makes merch an organizational question as… Read
The wasted space of legitimacy messaging
Challenger brands often spend their best ad space on disclaimers. What Lime and Sound Transit’s messaging says about the cost of leading with legitimacy. Read
Norteño playlists and curation in the age of AI
A hijacked Spotify account and a Seattle music festival taught me something about curation, and why human taste still matters as AI gets better at recommending. Read
What local soccer gets right on brand
Seattle’s local soccer clubs treat merch and sponsorship as part of a shared identity. What that says about brand for B2B companies. Read
