My Blog

Top of mind thoughts and perspectives related to tech and anthropology.

Aug 43 min read

The Great Portfolio Puzzle: Unravelling the Complexity of Brand Mergers

Brand portfolio mergers are often seen as simple exercises in corporate restructuring. However, the reality is far more complex.

Jun 304 min read

From Istanbul Heatwaves to Beauty on the Go: Rethinking Mineral Water

Identify key factors that make a mineral water brand successful and discover the possibilities of merging beauty and hydration.

Apr 146 min read

Decoding Generations: Mastering Customer Segmentation for Gen Z and Beyond.

Wondering why your one-size-fits-all strategy for wooing Gen Z ends up fitting none, welcome to the club.

Apr 94 min read

Navigating the Nuances of Personas and Archetypes in Brand and Product Design

The concepts of personas and archetypes are often interwoven in customer experience design, but their application differs.