JL On Why Strategic Silence Can Be the Smartest Move Businesses Make
Stop Marketing. Start Profiting. In this published feature, I make the case that the businesses winning today aren’t the loudest… they’re the ones that stopped long enough to listen, align with their customer’s real journey, and make every word count.
A Fish Called Opportunity: What the Greatest Rebrand in Seafood History Can Teach Your Business
In 1977, a fish wholesaler renamed the Patagonian toothfish “Chilean sea bass” and turned a throwaway catch into a fine-dining icon… proving that rebranding isn’t about changing what you are, it’s about revealing the truth that was already there. This post breaks down what the greatest rebrand in seafood history (plus Old Spice, Dunkin’, Meta, and Cracker Barrel) can teach any business about the difference between a costume change and a strategic evolution.
Talking to Yourself: The Self-Interview Strategy for an Authentic Brand Voice
Your brand story isn’t built from a template… it’s uncovered from how you already talk about your work. Record yourself answering seven simple questions, and let the transcript reveal the language, themes, and positioning you didn’t know you were using.
Cracker Barrel Lost Its Biscuits: The High Cost of Misreading Your Brand’s Narrative
Cracker Barrel’s rebrand didn’t fail because they tried to modernize… it failed because they rewrote a story their customers felt ownership over without bringing them along. A logo isn’t decoration; it’s emotional real estate, and changing it without a clear narrative is the difference between a glow-up and a ghosting.