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.
How to Create a Brand Name That Scales Globally (Without Getting Sued or Sounding Dumb)
Most companies think naming is about finding something clever. It's not. The best brand names are strategic, memorable, legally defensible, and built to scale. Here's how to create one that actually works.