\n
![\"branding](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/DP32HRUZN2ScSRFRnmFSmf.png\")
\n<\/p>\n
(Image credit: Love & War)What\u2019s the best brand that has ever existed? (and why)<\/p>\n
I think the greatest brands are the religious ones: the cross, the Star of David, the crescent moon. None of them began as \u201cbrands\u201d of course, but they work the way the best brands do. They present a belief system that holds power across generations, create a sense of belonging, and use symbols as a visual shorthand for everything they stand for. Every modern brand is essentially trying to reverse-engineer this same kind of religious power by organising its beliefs, behaviours, and identity into something coherent and compelling to audiences.<\/p>\n
If you go even further back, you probably get to universal symbols that definitely aren\u2019t brands but worked the same way. Elements like fire and water. Celestial objects like the sun and moon. Pure forms like a circle or sphere. These were a pre-linguistic visual system of sorts that tapped into the human desire for warmth, safety, community, control, survival.<\/p>\n
\n
![\"branding](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/szFkAPxEk69TaCTze3fxAf.jpg\")
\n<\/p>\n
(Image credit: Love & War)What\u2019s your creative pet peeve?<\/p>\n
Treating strategy and creativity like they\u2019re two different species. Great design is always strategic because it\u2019s solving something. The best strategy always has a creative spark in it. When they\u2019re siloed, both suffer. The creative feels thin, or the strategy arrives DOA. I\u2019ve never believed in the handoff model where strategy makes a box and creative colours inside it. The breakthroughs happen when the two bleed into each other. So when I see people treating them as separate lanes, my instinct is always to merge them again.<\/p>\n
\n
![\"branding](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/evicKa4D5ypNWBzMd8jV7g.png\")
\n<\/p>\n
(Image credit: Love & War)You\u2019re an INTP \u2013 how is this reflected in your work?<\/p>\n
I\u2019m not sure how much I subscribe to defined personality types, but INTP\u2019s are supposedly most comfortable with conceptual and analytical thinking, which I think rings true for me. But a great brand also needs a much more intuitive, off-kilter, or emotional dimension to really feel alive. That\u2019s the power of an agency. I\u2019m lucky to work with partners and designers who approach problems from different angles and with personality types. When it all comes together, you get work that makes sense but is also felt deeply.<\/p>\n
\n
![\"branding](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/tCivBK6mF5jGgtSQvmRTXg.png\")
\n<\/p>\n
(Image credit: Love & War)What\u2019s one thing you wish more people understood about your role\/industry?<\/p>\n
I wish people understood that branding isn\u2019t a paint job. When it\u2019s done well, it\u2019s closer to defining a belief system: an organising idea that shapes hiring, culture, operations, product, everything. Advertising is easier to grasp because it\u2019s outward-facing and built to sell. Branding is the consistent idea that is beneath all the different offerings and campaigns. You can feel this in the world\u2019s strongest brands. The products and advertising may change year to year, but the underlying idea never wobbles. That\u2019s what we mean when we describe brand as a \u201cNorth Star.\u201d<\/p>\n
\n
![\"branding](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/CXiKXgcRwatdhQgVcmdUbg.png\")
\n<\/p>\n
(Image credit: Love & War)What would be the name of your autobiography and why?<\/p>\n
Probably something that acknowledges how random life feels and how it only ever all makes sense in retrospect. I\u2019ve never written down a life goal. I just handled today, stayed open-minded about tomorrow, and tried to make good or at least not disastrous decisions along the way. So maybe I\u2019d call it: \u201cGee, That Wasn\u2019t in the Plan.\u201d Or maybe: \u201cOk, So How Did I Get Here?\u201d <\/p>\n