FIELD NOTESNotes on brand, experience and difference
Original thinking on how businesses become distinctive
Field Notes explores how brands shape a unique position - what is it that makes people actually stop and pay attention, how does aesthetics change how customers behave, and what is the magic that keeps some brands continually relevant.
Ideas for founders and creative leaders who want to stand out
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The Judgement Problem: How Human Judgement Builds Brand Distinctiveness
Professionally executed brands are becoming forgettable - but trained human judgement can create distinction
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Customer Experience Strategy in the AI age: How brands can use technology without losing emotion, trust or distinctiveness
Successful brands are using technology selectively to protect and enhance what really matters to their customers
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What Is Brand Experience Strategy? (And Why Most Brands Get It Wrong)
In 2026, most brands are polished, but weakly felt by customers. That gap is a strategic problem, and itās where commercial value is decided
What I write aboutFour recurring threads
In Field Notes, I return to a set of provoking ideas that make, or break, business success -
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The methods and mindset behind developing insights that might otherwise remain hidden, but that shape how a brand feels. And why these are essential for enhancing brand value
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How to learn and develop the creative mindset and methods that allow you to stand out and stay distinctive - while your competitors blend into the crowd
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Developing sound judgement matters more than ever in the AI-first age. I investigate how teams and individuals can develop their critical thinking skills
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The role of aesthetics in enhancing the brandās meaning, and the customerās emotions and memories through cleverly designed experiences
Get in touchShape a brand people remember
Work with me to notice what your competitors have missed, and translate it into a distinctive point of view.
Iām based in London, and work with founders and creative leaders committed to building businesses that stand apart from the crowd.