[ Journal ] / on systems, brand, and AI
Working notes,
not hot takes.
Short pieces on building creative as a system, what makes work distinctive, and where AI actually changes the job, not where it's just hype.
systemscreativemarketingbrand and performance
Most creative dies in the handoff
Across the research, creative quality is one of the largest controllable drivers of marketing return. It is also the thing teams are most willing to hand off and stop watching. The fix is structural, not a better brief.
Apr 30, 2026 / 4 min
The machine-readable brand
Search traffic is not being redistributed by AI answers, it is being removed. Being cited helps less than you would hope, and most of the playbook being sold to fix it is guesswork.
Brand / AI search / Jul 15, 2026 / 5 min
Engineer to creative: why I think in systems
A computer science background isn't a detour from creative work. It's where the advantage comes from.
Career / Systems / Jun 30, 2026 / 3 min
Sub-brands without chaos
Most sub-brands get launched to solve an internal problem, and the audience pays for it. Three questions decide whether you actually need one.
Brand / Architecture / Jun 15, 2026 / 4 min
Where AI actually changes creative work (and where it's just noise)
AI changes the production layer a lot and the thinking barely at all. The useful skill now is knowing which is which.
AI / Creative / May 31, 2026 / 5 min
Based in New York
International Marketing Director / ISE
International Marketing Director / ISE