Ideas on naming, identity & building brands.
The World’s Biggest Brand Is Having Its Toughest Tournament
What the 2026 World Cup is teaching us about institutional trust — and why perception, not just performance, is what actually breaks a brand FIFA doesn’t need an introduction. Four letters recognized in more countries than almost any other institutional mark on earth, attached to a tournament that pulls in more collective attention than anything […]
How to Name Your Startup: A Framework That Actually Works
Naming a startup feels like it should take an afternoon. It usually takes three weeks, a shared Notion doc with 200 rejected options, and a mild identity crisis. That’s not because founders are bad at naming. It’s because most people approach it without a framework — they brainstorm freely, fall in love with something, check […]
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