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

Rebrand vs Refresh: How to Decide What Your Brand Actually Needs

Rebranding too soon can waste years of brand equity. Waiting too long can make you irrelevant. Here's how marketing leaders can make the right call between a refresh and a rebrand.

Chip Sheean 10/15/25 Chip Sheean 10/15/25

When to Rebrand your company: The Midlife Crisis Your Brand Deserves

Most companies don't need a new logo. They need a better answer to a much harder question: who are we now? Here's how to know when a rebrand is truly necessary.