A brand is a decision, not a logo
Most rebrands start with a colour palette and end with a mood board nobody opens twice. The useful ones start with a decision about who you are willing to lose.
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المدوّنة
ملاحظات من
ملاحظات من
قلب العمل.
أفكار في العلامة والأداء وحرفة التسويق — يكتبها من يمارسها، لا مصنع محتوى.
The metrics that survive a budget review
Impressions do not survive a finance meeting. Here is what we report on instead, and why the shift usually increases the budget rather than defending it.
اقرأ ←Production value is a strategy problem
A bigger camera package will not fix a film that has nothing to say. What the good work has in common is a decision made long before anyone booked a crew.
اقرأ ←What a launch in Cairo actually costs
Not the media plan — the parts that surprise a first-time entrant. Lead times, permits, talent, and the three line items that get missed until they are urgent.
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