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 11/1/25 Paul Dickard 11/1/25

Our Blind Spot

When it comes to the influencing levers of brand reputation, most practitioners lack the agency to do much about them.

Paul Dickard 10/9/25 Paul Dickard 10/9/25

Unlock Brand Achievements

Some brand achievements are easier than others. Achieving the harder ones takes more than first-level tactics.

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

Performance ÷ Promise = Perception

Only operating culture can answer whether we are actually delivering the value we promised and the experiences people expect from us.

Paul Dickard 8/20/25 Paul Dickard 8/20/25

Values and Value

What the reputational brand ultimately will mean to stakeholders depends on value delivered and values demonstrated.