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Brand Cadenza

Strategic messaging for brands that innovate to make a difference

04/07/2023

I'm not a copywriter.

I just help you communicate stuff.

That's all. 💫

15/05/2023

Today my Bro and I were looking for some coffee. Good coffee. Actually he was the one looking; I just tagged along.

Strolling down the stalls at SM, hoping my new sandals would be a bit kinder to my feet, we turned a corner and found two coffee shops. One on the left, one on the right. No Starbucks in sight.

I turned to him and asked, "Okay, where do we go?"

"There," he answered in a heartbeat. No ini-mini-mini-mo-I-pick-this-one or whatever fancy ritual we do when we need to choose between two unfamiliar options in a hurry.

He picked the one on the right.

"Why this one?" I asked him as we took our seats and he began flipping through the plaintext menu.

"It's because of the font. Serif."

"Seriously?"

"Yeah," he confirmed, right before telling the barista he wanted an espresso.

I glanced at the other coffee shop. The one with a logomark featuring a modern-looking Sans Serif and diamonds against a jet-black backdrop.

In contrast, the coffee shop we were in used a thin Serif, lots of whitespace, and the darkest brown.

"You went for the classic feel?" I asked.

"Yeah."

I watched the barista brew the coffee. Minutes later, he handed over a steaming cup with a smile and a receipt.

My brother took a sip.

"Well? Is it good?"

"I like the sour fruitiness of their blend. Tastes good."

He looked pretty satisfied.

Unfortunately, I don't remember the name of the tiny shop.
All I know is I had just witnessed someone decide where to spend a hundred-peso bill based on the shape of a few words.

So yeah, fonts matter.

13/05/2023

When we don't take action to do the things we know we should do, there are usually two reasons:

💥We don't care enough.

Or

🎯We don't believe any of our efforts will ever make a difference. The world is such a mess anyway; how could one person recycling one piece of trash matter in the grand scheme of things?

How many of us have simply given up?

I hope the shift to sustainability will help change the game. The fight for our planet IS a battle, and we're losing.

12/05/2023

Today we play the infinite game.
I hope your brand does, too.

11/05/2023

How brands communicate with their customers isn't just about:

💫 Amazing visuals
💫 Powerful copywriting
💫 Winning ads
💫 The coolest email and social media campaigns out there

It's also about this:

💫 How to take accountability
💫 How to reassure customers that they're in safe hands
💫 How to show that you actually have values and a vision and a purpose-- that go beyond fame and sales

Like it or not, that's part of the brand experience you're giving them.
So, can customers trust you or can they not? That is the question.

10/05/2023

When you say you want your product to motivate others...

Make sure it does.

Here's something way more motivating than the motivational rice trend. Milk tea from BigBrew. Each time you sip on your drink, there's a very tiny but very inspiring reminder that hey, God has big plans for you, too.

So don't give up.

Go for real motivation. Real inspiration. Be a brand that leaves an impact.

09/05/2023

Everything you say and do is a reflection of your brand.

The songs you play. The photos you use. The way you speak to your customers. The news bits you choose to comment on.

Build a brand worth remembering.

08/05/2023

Freedom. Choices. Regrets.
People are naturally drawn to the themes that matter to them.

Your brand story appeals the most to those whose personal stories revolve around the themes you tell.

People won't stand up and fight for a cause if the cause isn't important enough.
And the cause won't be important enough to them if it isn't even important enough to you.

A powerful brand story is not something you just craft out of thin air.
A powerful brand story is a revolution.

07/05/2023

Branding is all about decision-making.
Figure out what you do.
Figure out what you stand for.
Figure out what you want to be remembered for.

06/05/2023

Everything is a story, and every good story lingers in your head.

The best stories make you decide. They make you do things. They make you change things.

Every brand is as powerful as the stories its customers tell themselves about it. And where do these stories come from?

09/03/2023

Build a personal brand so strong that people will have to remember your existence.

02/03/2023

Brand Insights because why not

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