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 9/4/25 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 8/27/25 Paul Dickard 8/27/25

The Brand Engineer

Like any complex system, the brand system could benefit from its own type of engineer.

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.

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.

Paul Dickard 8/18/25 Paul Dickard 8/18/25

Purists and Promoters

Brand strategies draw from purists and promoters, and not always successfully.