Writing on brand strategy in the AI age: how brands become machine-readable, applicable, and accountable.
July 2026
Switzerland prepared its official writing rules for language models and its corporate design as a PDF. Why the brand specification belongs in a public, versioned repository, and where the line between public and internal runs.
July 2026
On the left this site as a human sees it, on the right the same page in the formats AI search and browser agents actually process. Read live from the source, with the evidence and the limits of what follows from it.
July 2026
When clients can generate any analysis in minutes, consulting loses authority through knowing more. What remains: the recommendation that commits. With five concrete changes for strategy work.
July 2026
Brands are deploying agents that promise, refund, and negotiate, granting a mandate mostly without ever deciding to. With the Air Canada precedent and the question of who stands behind the agent.
July 2026
Why "taste" is the creative industry's consolation word, and why the documented, accountable judgment call becomes the scarce good when AI takes over execution.
March 2026
A brand's maturity level toward AI systems, and how to test it yourself in ten minutes. With how it differs from SEO and the four building blocks.
March 2026 · continuously updated
The foundational article: designing brand in two directions, identity for humans and infrastructure for systems. With the three-stage model toward the Machine Readable Brand and six concrete steps.
Every essay starts with an observation of my own, usually from the work. Then I use AI as a sparring partner:
→ The thesis gets attacked first: Is it true? Is it new, or old wine? What survives the pushback gets developed.
→ Parallel research agents gather evidence. What cannot be verified gets cut; every number in the text links to its source.
→ The writing happens in dialogue, over many rounds: I shorten, simplify, and discard terms until the text sounds spoken.
→ At the end, the machine checks the text against my own writing rules, and I decide what stays.
Every thesis, every sharp edge, and every mistake is my decision. The machine delivers the analysis. The commitment is mine.