Blog
I think, therefore I write.
Notes on cause, brand, and the principle of not sidestepping the problem.
- The basics aren’t glamorous. That’s why they work. People often ask me a question, almost always with some anxiety: what should we be doing right now? The answer usually disappoints…
- SME Heroes on CNN Portugal: SMEs Deserve National Television Coverage The 8th edition of the SME Heroes Awards was featured on CNN Portugal’s “Pitch Brand&Content.” I participated in the roundtable discussion in Leiria—and the report…
- All Brands with the Same Content Strategy—How Can You Make Your Brand’s Content Stand Out from the Mainstream? Most brands follow exactly the same marketing formula (which is pretentiously called a “Strategy”). So, what to do about…
- Fandoms: The Invisible Force Redefining the Future of Brands A silent revolution is taking place right under most marketers’ noses. And it’s not happening in boardrooms, nor in…
- Marketing is no longer just a department. It’s a cause worth fighting for. Most companies have marketing departments. Few have causes worth fighting for. And that’s why so many campaigns…
- "AI-powered shopping will have very little impact on most types of purchases."—Really? Did you think artificial intelligence would just recommend products to you? Think again. We’re not on the verge of the next big shopping app…
- The Fly That Bumps Into the Windowpane According to Nietzsche, I’m a fly banging against the windowpane! 🪰 Nietzsche was talking about perception, illusion, and the limits of linear thinking. Applied to…
- If AI is your next customer, will your website serve it or block it? The web was built for humans. But… What about now that customers are AIs? For decades, we’ve built the internet for people. Websites…
- The Problem as the Core of the Business What if a problem is the best thing that can happen to anyone who intends to start a business and build a brand? Listen…