How stories drive pricing power, category formation and enterprise value. Long-form analysis of the narratives shaping brands, markets and behaviour.
Narrative Economics
Marketing is the delivery layer of an asset it cannot manufacture. Most marketing forgets this and tries to author what behaviour was supposed to prove. Loading the Elevenlabs Text to Speech AudioNative Player... Strip marketing back to its most reductive definition and you arrive at a sentence most practitioners will
Narrative Economics
Awareness is treated as the goal of marketing. It is not. It is a side-effect of doing something else correctly, and when it becomes the goal in its own right, budgets quietly fund visibility instead of value.
Narrative Economics
Narrative alone does not create pricing power. Markets pay for behavioural consistency. The brands that sustain premium pricing through pressure and uncertainty are governed tightly enough to remain coherent when consistency becomes expensive. Spirit is what gives narrative a floor.
Narrative Economics
Ipswich Town's promotion is worth £135m+. The brand built to earn it has been compounding for generations. This is a masterclass in creative and commercial architecture.
Narrative Economics
Why pricing power is the output of behavioural consistency, not the input, and what the "gurus" get wrong about charging more.
Brand Strategy
Persuasion is not the first job of a market-facing business. Recognition is. And most businesses, particularly in the middle market, are attempting to persuade audiences who do not yet have a stable mental representation of what they are being persuaded by.
Brand Strategy
Without constraint, businesses drift. When everything is possible, nothing is consistent. Brand coherence is not creative freedom — it is strategic limitation.
Business
Brands have spent fifteen years building recognition on infrastructure they don't own. The algorithm was never neutral. And the debt is becoming due.
Business
Multiple narratives are running simultaneously through the global economy. And the friction between them is producing something more complex — and more structurally damaging — than an individual story alone would suggest.