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Why most brand films fail before the camera turns on
The most expensive mistake in brand filmmaking isn't bad production — it's starting production without a clear strategic argument.
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Articles
Sharp thinking.
On strategy, narrative, branding, and the gap between what a business knows and what the market understands.
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The difference between a brand story and a brand film
A brand story is a strategic framework. A brand film is one execution of that strategy. Confusing the two is expensive.
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Dubai's brand paradox: strong companies, weak communication
Dubai is full of companies that are excellent at what they do and terrible at communicating why it matters.
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Positioning isn't a tagline. It's an argument you have to win.
Most companies treat positioning as a copywriting exercise. It isn't. It's the strategic argument your brand makes to the market.
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The founder film is the hardest film to make. Here's why.
Founder films should be the most compelling brand content you can produce. Instead, they're usually the most self-indulgent.
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Heritage is not a strategy. It's a starting point.
In the Gulf, heritage is often treated as the brand strategy itself. It shouldn't be. Heritage without a forward-looking argument is nostalgia — and nostalgia doesn't sell.
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