Platform dependency in business is one of the most normalized mistakes in the online world right now, which is exactly why it keeps doing so much damage. A founder can spend years building an audience on Instagram, producing consistent content, earning real engagement, and creating what looks like momentum, only to wake up one day […]

The Stanley Quencher phenomenon is one of the most fascinating modern examples of how viral product success can be mistaken for brand strength. From a brand strategy perspective, the Stanley Quencher story looks like a textbook comeback. But when you examine the structure of the business behind the hype, the picture becomes more complicated. Stanley, […]

Most people ask, “How do I know if my brand identity is working?” What they mean is: Why am I attracting leads that negotiate, hesitate, or don’t convert? Your brand identity is working when it produces three outcomes consistently: Here’s the uncomfortable part: in the online solopreneur world, a lot of brand identities are built […]

How the Bad Bunny Brand Strategy Avoided Every Crime the Industry Wants You to Commit There are brand crimes the industry pretends are “best practices.” They sound responsible. Strategic. Mature. Scalable. They’re not. They’re compromises dressed up as intelligence. And almost every artist at a certain level commits them without thinking twice. The Bad Bunny […]

Most rebrands don’t start with a clear strategy and this is why rebrands fail. They start with a feeling founders don’t want to sit with… A founder wakes up one day and something feels off. Engagement is down. Sales feel heavier. The brand that once felt exciting now feels… stale. And instead of slowing down […]

Every few months, social media is flooded with new logos, brand launches, and “new era loading” announcements. But in this era of constant online reinvention, how do you know if your business actually needs a rebrand, or if you’re just feeling the pressure to keep up? If you’ve been wondering whether your brand still reflects your business […]

Your problem with sales is not that you just have a bunch of lurkers… It’s that you just have a shit link. I know – another moment of tough love, but welcome to INICIO! Now that we got that out of the way, let me explain. Half of the time these links you keep putting […]

The real consistent income in any business or brand is the personality and consistency a brand can keep and maintain over multiple platforms at a time. A consistently engaging brand presence does so much more for your business than just ignite a community. That community you build generates sales. But if you keep finding yourself […]

“THE ALGORITHM ISN’T LOVING ME THIS WEEK…” Sound familiar? I hate to break it to you… It’s not the algorithm. More so, we need to conclude that what you’re doing just isn’t getting you sales from your content. I know this now seems like a shitty post about all the things you’re doing wrong, but […]

Truth is – any problem you have will always lead back to branding… Clients come to me with one of these three problems: And the first thing they all admit to doing to problem solve is to change their content marketing whilst investing in a business coach. And every time they come to me they’re: […]