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

Rebranding Failures: What Brands Got Wrong (And How to Avoid It)

Most rebranding failures weren't caused by bad design. They happened because companies changed what customers recognized before understanding what customers valued.