The big misunderstanding about “brand”
Whatever most people believe about a subject, you can be sure that the exact opposite is true. It’s crazy how often this principle turns out to be accurate. I’d almost call it a law of nature. Or “Smith’s Law” perhaps. On any subject of understanding (as opposed to hard fact), people have an incredible ability […]
How a team of accountants created the greatest brand of all time
Like anyone, when I read a non-fiction book I’m looking for lessons. Stuff I can use, and of course stuff I can bring to you in this newsletter. Naturally I want such lessons to be surprising and counter-intuitive, but even so I wasn’t quite prepared for this one: Wanna create a legendary brand? Then leave […]
Going deep on strategy with the Hungry podcast
An exciting change of pace this week, where I’ll give you a break from the essays and point you instead to my recent appearance on the great podcast, Hungry. Hungry is a podcast for challenger food and drink brands which has featured the founders of many breakthrough brands, top thinkers such as Rory Sutherland, and […]
The Way is now The Hidden Path, and here’s why
First things first: Yes, it’s still me, Alex from Basic Arts And yes, this is still The Way, the strategy newsletter you subscribe to …but a few things have changed. Not only is the The Way now called The Hidden Path, but this is part of a wider set of changes I’ve made to […]