This blog comprises excerpts from a long-form work detailing brand system theory. These excerpts are not in any intentional arrangement or sequence; however, if one chooses to follow a preferred path, they can be sorted according to general categories (click on the small text above the titles).

Paul Dickard 9/7/25 Paul Dickard 9/7/25

Value IS Your Purpose

An organization’s purpose may be good for purposes of culture, but it may not be helpful for the brand.

Paul Dickard 9/7/25 Paul Dickard 9/7/25

Let’s Examine Authenticity

If we are to be honest with ourselves, we should admit that the oft-romanticized “authentic” culture is an impractical construct.

Paul Dickard 9/7/25 Paul Dickard 9/7/25

The People Problem

Whatever can interfere with the most perfectly designed brand experience loiters somewhere between the heart and mind.

Paul Dickard 9/4/25 Paul Dickard 9/4/25

The Coalescent Culture

Your organizational culture shouldn’t be a perfect fit for everybody. Believe in your DNA.

Paul Dickard 8/25/25 Paul Dickard 8/25/25

The Values Struggle

An organization’s values are important to articulate — if only because it’s an expectation. Whether they actually inspire hearts and minds is another matter.