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

5 Pillars of Brand Differentiation (How to Stand Out in a Crowded Market)

Most companies think they're differentiated. Their customers disagree. Here's why brands disappear into the sea of sameness—and what it takes to become impossible to ignore.