Perspectives

Brand identity intelligence,
in long form.

How brands express themselves, how markets receive them — and what the structural gap between the two actually looks like.

3 articles
Latest Future of Branding 8 min read

The Mirror Trap: What Corporate Branding Looks Like When Every Brand Chases the Same Audience

Audience optimisation is the default logic of brand management — and it is quietly erasing the thing it was meant to build. When every brand uses the same tools to serve the same market, all brands converge on the same identity.

May 2026 Read article
Row of storefronts all displaying the same generic neon sign, illustrating brand homogenization

All articles

3 published
Row of identical storefronts — brand homogenization
Future of Branding 8 min read
The Mirror Trap: What Corporate Branding Looks Like When Every Brand Chases the Same Audience

When every brand optimises for the same audience with the same tools, all brands converge. Here is what corporate branding looks like when nobody invests in measurable identity.

May 2026 Read article
Brand strategy team working on identity materials
Brand Strategy 6 min read
The Brand Identity Illusion: Why Most Corporate Identity Work Creates Documents, Not Coherence

Most branding projects end with a beautiful PDF and a workshop photo. But once those deliverables land in the organisation, nobody systematically tracks whether the market actually receives the intended identity.

April 2026 Read article
Thomas Bauwens, founder of IDpulse
Founder Interview 8 min read
"I spent years inside branding projects. Then I built the tool I wished existed."

A conversation about the frustration that sparked IDpulse — the gap between polished brand strategies and the messy reality of how organisations actually express themselves.

April 2026 Read interview