Notes on making brands move.

Observations, studies and practical thinking from the intersection of brand, campaign, culture and response.

Index

Selected Work4 min read

A good case does not decorate the outcome. It makes the chain of judgment visible.

Faucon Studies3 min read

Imagination is valuable. Ambiguity about authorship and evidence is not.

Creative Observations5 min read

Premium perception is often created by what a brand refuses to add.

Campaign Analysis4 min read

If the idea works only as a hero film, it is not yet a campaign system.

Visual Experiments3 min read

Variation becomes useful when it answers a question.

Behind the Work5 min read

The first image is a direction. The system begins when the rule becomes repeatable.

Brand Thinking4 min read

Repeating an ordinary system perfectly does not make a brand memorable.

Maison Faucon Journal articles