The letter
Build From Zero
Marketing and growth, for anyone building a business and a brand.
A Brief Is Not a Document
You cannot get a room to agree on what a brand should be. So ask what it is not. The anti-brief, and five checks you can run tonight.
There Was No Gap in the Market
There was no gap in the Indian aviation market. So we stopped hunting for one. What positioning looks like when the product is identical.
Build From Zero, every second week.
Marketing and growth, for anyone building a business and a brand.