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.

2 articles
Latest 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. The problem isn't the strategy — it's the absence of a feedback loop.

April 2026 Read article
Brand strategy team working on identity materials in a Brussels office

All articles

2 published
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