Brand Threads

How to spend $700M and lose your soul overnight.

Quantity doesn't build a brand. It buries it.

The goal isn't to put your brand on everything. It's to create merch that people want to keep, use, and share.

Why every forgotten fidget spinner in your storage room is actually reputational damage disguised as marketing

Time to declare war on swag. Not because I hate branded merchandise, but because I love what it can become.