https://planb.works/monthly1.0https://planb.works/og-imagePlan BPlan B — brand strategy and creative direction for businesses at inflection points. https://planb.works/writingweekly0.9 https://planb.works/authoritymonthly0.8 https://planb.works/contactmonthly0.7 https://planb.works/writing/the-measure-is-not-the-thing2026-04-10monthly0.7https://planb.works/article-images/7d6177b4-4f7b-4212-bf58-1df3fc93c95b.pngThe measure is not the thingThe field's loudest advocates for creative thinking have applied almost none of it to the definition of creativity itself. They've taken one expression of the thing, the short emotional film, and built an entire measurement infrastructure around it. Then they've defended that infrastructure as though it were the thing itself. Creativity isn't a format. It's the discovery or invention of meaning. https://planb.works/writing/on-judgement2026-04-08monthly0.7https://planb.works/article-images/4c4ed1db-6860-4e50-8eb6-38a7ea23112b.pngOn JudgementJudgement is not what you have when the answer is obvious. It is what you need when it is not. https://planb.works/writing/the-compounding-problem2026-04-01monthly0.7https://planb.works/article-images/944f0fb6-5503-4bee-b08c-0fc9fa375c8d.pngThe Compounding ProblemBefore that, you are making deposits. After that, you are drawing interest. https://planb.works/writing/obey-the-brief-or-not2026-03-23monthly0.7https://planb.works/article-images/41d3e305-a053-4319-a359-2f41268f28c9.pngObey the Brief, or not.The brief is not the starting point. It is the first hypothesis. Treat it like one. https://planb.works/writing/the-encode-layer2026-03-16monthly0.7https://planb.works/article-images/526a3f02-7ae1-4297-bde7-fa403d8242af.pngThe Encode LayerMost brand strategies are written for humans. The problem is that the things executing them now are not. https://planb.works/writing/inside-five-corporate-rebrands-five-rules-for-making-brand-change-work2026-03-09monthly0.7https://planb.works/article-images/b4a715b8-9df5-4ee1-859a-30a15898a3df.pngInside Five Corporate Rebrands: Five Rules for Making Brand Change WorkMost rebrands are a mistake. After working inside five corporate rebrands across technology, agencies, media, and heavy industry, one lesson is clear. A logo change means nothing unless the company itself changes. https://planb.works/writing/brand-inside-the-machine2026-03-04monthly0.7https://planb.works/article-images/a0802fc0-0d9e-4221-b8a8-b739ccfd7b48.pngBrand inside the machineThe brand book sits in a shared drive. Polite. Unopened. Meanwhile the tools hum. Here is what to do about it. https://planb.works/writing/your-instincts-are-wrong2026-02-25monthly0.7https://planb.works/article-images/9ac987ed-928f-4acc-8f85-2fec0bf4be3a.pngYour Instincts Are WrongI booked a one-way ticket to Shanghai with a beginner's Mandarin and no plan. What I learned there still shapes everything I do. https://planb.works/writing/curiosity-without-end2025-11-22monthly0.7https://planb.works/article-images/5804b3c8-317f-4c83-8640-58d2378908f6.pngCuriosity Without EndIt starts with Bayes in seventeentwentysomething. Why the habits of an eighteenth-century Presbyterian minister still explain how the most powerful AI systems in the world actually work. https://planb.works/writing/coke-is-jingling-all-the-way2025-11-01monthly0.7https://planb.works/article-images/ec0037a5-3619-40b1-b8b1-05e100d6ee79.webpCoke Is Jingling All the WayCoke has 137 years of its own advertising to train an AI on. The result is the perfect case study on the advantage long-term brands have in the AI era — and a warning for everyone else. https://planb.works/writing/i-still-want-my-hovercar2025-10-17monthly0.7https://planb.works/article-images/277ed4e7-cf92-4f89-b9b0-f7a1cf36a683.pngI Still Want My HovercarWe do not want less. We want better. We want progress without the punish. On the economics, engineering, and stubborn optimism of the green transition.