I used to think I had to choose once direction when both paths looked good. Methodologies like “A/B testing” and “stacking” have set me free.

The greatest brands didn’t start the way they exist today. It took testing, trying, failing, pivots, and aligning experiences to end users — over time. Symbols can take on the personalities of humans. Digital platforms can become the representative place where communities associate and gather. Testing multiple channels quickly, adapting, blending-in, and becoming more “with” the customer can be achieved through a strategic process I call “pseudo-branding.”