Why brand ROI is hard to measure (and why that's not the right question to ask).
Everyone has a statistic about brand ROI. Most of them aren't worth very much. Here's what to actually look for — and why the question itself might be the wrong one.
Your brand is not a logo.
Most founders think their brand problem is a visual one. It isn't. Here's where you need to focus first.
You’re too close to it. Here’s what that’s costing you.
The founders who struggle most with brand clarity aren't the ones who haven't thought hard enough. They're usually the ones who have thought about it the most. Here's what that looks like from the outside.
Before you spend a dollar on marketing, ask yourself these questions.
Most marketing advice skips straight to execution. Before the budget conversation, there's another one — and it's the one that actually determines whether any of it works.
What does it mean to be Evergreen?
We filled a whiteboard with names. The one we kept coming back to wasn't the cleverest. It was the most honest about what we’re building.