Ruth Palmer

I heard a podcast recently about a company that went into administration after spending millions on branding before they’d commercialised their product. The hosts’ conclusion? “This proves you shouldn’t do branding early.” They’re half right. And completely wrong. Two Different Root Systems Here’s what they missed: there are two entirely different approaches to early-stage branding, and confusing them is like mistaking a hothouse orchid for a pioneering wildflower. Branding-as-monument is...

You wouldn't sit an exam without studying. Yet every day, founders and businesses launch brands without understanding the one question that matters most: How do you position yourself to have an unfair advantage over your competition?

Early D3O material designs In the laboratory, the data was irrefutable. Our polymer demonstrated remarkable properties—instantly...