Essays, notes, the odd LinkedIn post, and a Substack I send when the chai's good enough.
Brand School is my own ongoing initiative, not a client project. Your logo isn't your brand. The goal is plain: strip the mystery out of brand building, one six-panel episode at a time. The Jester is out front so you keep reading. The Sage is underneath so you leave with something true. Jokes punch at habits, never at people.
Read Brand School →Why the brands that look the most accidental are usually the most disciplined, and what the chaos is really hiding.
Read the note →On illusion, attention and the very Indian art of selling without sounding like you're selling.
Read the note →Three forces that quietly run every desi consumer decision, and what brands keep getting wrong about all three.
Read the note →Long-form essays, research papers and notes on brand, community and the strange cultural physics of the internet. New writing roughly weekly.
Explore Substack →Behind-the-scenes of community, brand and the running club. Where the field notes get pictures attached.
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