Notes on signal.
Writing on brand, story, and clarity — for companies that would rather be understood than merely noticed.
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Why Your Company Needs a Story Before It Needs a Marketing Strategy
Marketing answers "how do we reach people?" A story answers "what will they find when we do?" Most companies ask the questions in the wrong order.
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Your Brand Is Not Your Logo
A logo is a signature, not a story. Why visual consistency can coexist with total message incoherence — and how to tell which one you have.
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You Raised a Round. Now Your Brand Needs to Catch Up.
Funding changes who's looking at you and what they expect to see. What post-raise startups get wrong about the gap between their product and their story.
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