FIELD NOTES
Essays from inside the
practice.
On brand capital, professional reputation, and the unglamorous work of naming the asset. Written for senior operators, not marketers. New essays land roughly twice a month.
NO 05
Why visibility went broke.
A decade of optimising for reach made many professionals louder and poorer. The post-attention thesis, and what replaces it.
Essay · 9 min read · Jun 2026
NO 04
The asset you keep forgetting to name.
Every senior practice has one. The diagnostic, the framework, the phrase — used a hundred times, never written down. On the cost of unnamed inventory.
Essay · 6 min read · May 2026
NO 03
What a balance sheet for a consultant actually looks like.
Borrowing the accounting metaphor seriously: tangible vs intangible, current vs equity, and why your LinkedIn isn't on either side of the ledger.
Essay · 11 min read · May 2026
NO 02
The case against thought leadership.
Thought leadership is publishing. Brand capital is what gets published, licensed, and repeated — with or without you. On the difference, and why it matters.
Essay · 7 min read · Apr 2026
NO 01
Notes on starting a practice in Dubai in 2026.
Why this city, this moment, this method. A founder's note on the conditions that make Brandverse a Dubai practice, not a global one.
Essay · 5 min read · Mar 2026
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