Chapter 05 — The Perspective

Perspective.

A slow, occasional column on strategy, hospitality and the long view — written in fragments, kept in drawers, posted when ready.

Vol. 01 · 5 entries

Note 001

April 2026

Why all luxury brands start looking the same.

Half the houses I'm asked to help look indistinguishable because they all chose to shout in the same room. The clearest brand move of 2026 might just be a lowered voice.

On strategy6 min

Note 002

March 2026

Why founders obsess over logos.

The logo is the most visible decision and the least important one. A note on why founders fixate on the mark — and what the real work looks like underneath it.

On identity4 min

Note 003

February 2026

Why restaurant branding fails (+713 analysed cases).

After looking at seven hundred restaurant identities, the failure modes are remarkably consistent. A field report on the patterns — and the few that actually work.

On hospitality5 min

Note 004

January 2026

Heritage is a verb, not a logo.

Notes on working with three houses that all claimed heritage — and the small operational shifts that made one of them actually feel old.

On fashion8 min

Note 005

December 2025

Against the lifestyle brand.

A short rant, fondly written, on a category that has come to mean almost nothing — and what to build instead.

On lifestyle3 min

Subscribe — one letter, roughly when the season turns.