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.
Why Brand Loyalty Happens (And How to Build It Through Psychology)
Most companies think loyalty is something they can buy with discounts, rewards, and points. The brands people truly love know it's built through identity, trust, and emotional connection.