The Craft Trend Is Real. The Craft Aesthetic Is Not.
Levi's is teaching people to sew, which means selling fewer jeans. That is the point.
From the blogIdeas for
Ideas for
the work.
Strategy, design, and the thinking behind the work.
16 articles
You're Asking Your Community for the Wrong Thing
Most organizations with a resource problem ask people to do something new. A UK charity did the opposite, building a free audiobook library for blind kids without asking for a dollar.
Ad Tracking and Consent: What You Can Actually Collect
What a tracking pixel really sees, which consent rules apply to your visitors, and where the line is between useful measurement and something worse.
EU AI Act Article 50: What US Marketers Actually Need to Know
The EU's AI transparency law went into effect August 2, 2026, and most of the coverage muddled what it actually requires.
SEO Is Not a Sales Strategy
Ranking well and selling well are different problems. Here is how search intent, page clarity, and CRO decide whether organic traffic ever becomes revenue.
The Song Is Trending. That Doesn't Mean Your Business Can Use It.
Can a business use trending songs on social media? What each account type allows, where nonprofits fit, and how to stay covered before you post.
10 Social Media Ideas for Small Businesses and Teams
Ten social media ideas for small businesses and teams, plus the 40-30-30 framework that tells you what each post is for. Stop guessing what to post next.
The Handshake Doesn't End When They Walk Away
Your QR code isn't the problem. What sits behind it is. Here is how to design a digital destination that holds the connection you built in person.
Get These Three Right Before Spending Money on Ads
Most ad budgets don't fail because of bad targeting or weak creative. They fail because the foundation underneath the ad wasn't ready to receive the traffic.
SEO Foundations Checklist: What to Fix Before Keywords
Before you pick a single keyword, your site has to qualify to compete. Here's the technical checklist that decides whether you're in the race at all.
Why More Leads Isn't Always Better for Your Email List
A big contact list and a real audience are not the same thing. Here is how to tell which one you have, and the four-step cleanup that fixes the gap.
How Falsifiable Hypotheses Make Your Marketing Sharper
This post walks through how to build campaigns around falsifiable hypotheses , predictive statements that tell you in advance what success looks like and what failure means.
Image File Types Explained: JPG, PNG, SVG, PDF, AI, and WebP
Someone asked for your logo in SVG and you're not sure what that means. Here's what every common image file type is for, and which one to send when.
Creative Brief Checklist: Build a Strong Foundation for Design
Most design problems start before the work does. Use this creative brief checklist to give your designer clear direction and a stronger foundation.
Why a Consistent Brand Identity Matters
Inconsistency costs you trust before anyone reads a word of your copy. This is what brand consistency actually protects, which four elements carry most of the weight, and where the line sits between consistent and frozen.
Why My Best Work Didn't Feel Like Marketing
The marketing that sticks rarely feels like marketing. Here's what separates honest positioning from urgency tactics, and a four-step way to build it.
How to Define Your Target Audience Beyond Demographics
Demographics tell you who your audience is. Psychographics tell you why they buy. A research-based framework for defining the people you are actually for.