field notes
Notes fromthe island.
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One sharp idea on brand distinctiveness, twice a month. No mainland.
Field note 014 · Sep 2026 · 5 min
Sameness is a cost, not a safety net
Every brand that looks like its category pays a tax on every dollar it spends. Here is how to find yours.
Strategy
Field note 013 · Aug 2026 · 4 min
The pool shot problem
Why every hotel posts the same photo, and what the properties winning direct bookings do instead.
Hospitality
Field note 012 · Jul 2026 · 5 min
Your website is a decision
A template tells visitors you had not decided yet. Make the call before design starts.
Web
Field note 011 · Jun 2026 · 4 min
Brand first, then ads
Paid media does not fix a weak promise. It just buys more people the chance to forget you.
Strategy
Field note 010 · May 2026 · 4 min
What a brand book is actually for
Not a PDF that wins an award. A document that keeps the brand intact when you are not in the room.
Branding
Field note 009 · Apr 2026 · 4 min
Miami brands, stop selling the weather
Palm trees are not a position. What actually makes a South Florida brand travel.
Miami
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