01
15 June 2026
What Red Bull Taught Me About Brand Behaviour
How a shared idea became organisational instinct—and why the speed from idea to action taught me that brand and culture can be inseparable.
Brand behaviourCultureLeadership
Newsletter · Ideas · Research in progress
Behaviour
as Strategy
Writing about how organisations build meaning through what they repeatedly do—and what that asks of leaders in an AI-mediated world.
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02
8 June 2026
In the AI Era, Attention Gets You Noticed. Behaviour Gets You Recommended.
Why trust, recommendation and brand meaning increasingly depend on the evidence organisations create through interaction, decision and data behaviour.
AITrustBrand meaning
03
31 May 2026
AI is Changing How Brands Create Meaning. Brand Behaviour Explains Why.
As AI becomes an intermediary between brands and choice, observable patterns of action matter alongside purpose, positioning and communications.
AIBrand meaningStrategy
04
12 May 2026
How to Build Brand Strength in the Age of AI: Start with Behaviour
AI amplifies the behaviours already present in an organisation. The strategic task is to define the actions that build the meaning you intend.
AIBrand strengthCMO agenda
05
28 April 2026
From Audiences to Communities: Designing Brand Behaviour for the Social Era
Communities are not simply a media audience. They are people who share and do something together—making community design a question of brand strategy.
CommunitySocialStrategy
06
17 April 2026
Why ‘Brand Behaviour’ Matters More Than Ever in an AI World
Why organisations need to define and design the behaviours they want AI, customer experience and leadership to reinforce—not just the messages.
AIOrganisational behaviourExperience
07
9 February 2025
Decoding Brand Behaviour
The original research proposition: could the behaviour a brand becomes known for be one of its most distinctive—and hardest to copy—assets?
ResearchDistinctivenessGrowth