The Signal Library.
Ideas about what makes brands stick.
Memory, recognition, reputation and the evidence organisations leave behind. An evolving collection of Unignorable ideas.
Why Nobody Remembers Your Marketing
An impressive report can tell you that your marketing appeared. It cannot, on its own, tell you what stayed.
Read the essay →Published essays.
Marketing Reality /
Why Nobody Remembers Your Marketing
An impressive report can tell you that your marketing appeared. It cannot, on its own, tell you what stayed.
Read the essay Memory & Recognition /The Difference Between Being Seen and Being Remembered
Visibility describes an encounter. Memorability asks what the encounter leaves behind.
Read the essay The Long Game /Your Brand Is What You Leave Behind
The brand meeting ends. The organisation keeps communicating.
Read the essay AI & Discovery /When AI Becomes the Audience
Your next introduction may be assembled from evidence you are not there to explain.
Read the essay Distinctiveness /The Evidence Machine: Why Consistency Beats Cleverness
A succession of clever ideas is not automatically a recognisable body of work.
Read the essay