Mohamed GamalWriting
Frameworks, build logs and teardowns on how consumer brands connect what they mean to what they earn.
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Two competitors, opposite systems
One is winning. The mechanism is visible from outside if you know where to look.
teardownGrowth -
Guidelines versus decision rules
Why only one of them ever gets followed after the launch deck.
essayIdentity -
Most brands are designed. Very few are engineered.
Why a beautiful rebrand so often changes nothing about revenue — and what sits in the gap between the two.
essayPositioning