When a portfolio needs more than a logo You grow. You acquire. And suddenly you realise you no longer have a brand — you have a portfolio. That’s usually the moment most groups call an agency and ask for a corporate logo. It’s often a mistake — or at least, it’s solving the wrong problemContinue reading “You don’t have an identity crisis. You have a brand architecture problem.”
Category Archives: Craft
What happens when the unicorn-makers want to become a unicorn themselves?
Raoul is 12 years old. In the French startup world, that makes them an institution. They built the reputation of some of Europe’s most ambitious tech companies — the ones that went from garage idea to TechCrunch front page, from accelerator pitch to Series B. Their reputation: the partner who knows how to tell anContinue reading “What happens when the unicorn-makers want to become a unicorn themselves?”
Three ways to miss the collaboration that would have mattered
In 25 years of consulting, some collaborations never quite happened. Some for good reasons — budget, timing, wrong fit. But others left a different taste. Not bitter. Puzzled. Looking more closely, I found three patterns. And what struck me is that every time, responsibility was shared. On both sides of the table, someone hadn’t doneContinue reading “Three ways to miss the collaboration that would have mattered”