Brand Theories

Strong opinions. Occasionally supported by evidence.

Marketing has never had more tools, more data, more experts, or more opportunities to produce absolutely forgettable work.

We have some thoughts about that.

Brand Theories is where TheorySF explores brand strategy, creative effectiveness, B2B marketing, AI, and the wonderfully dysfunctional relationship between marketing ambition and marketing reality.

Written for CMOs, marketing leaders, and anyone who's ever sat through a meeting about making the logo bigger.

Chip Sheean 10/18/25 Chip Sheean 10/18/25

What CMOs Can Learn from DTC Brands (And How to Modernize Your Brand)

Most companies are still optimizing for control. The brands winning attention today are optimizing for connection. Here's what CMOs can learn from the DTC playbook without sacrificing credibility.