Notes on brand and digital
Short pieces on strategy, design and performance, written from the work itself.
What is GEO? Brand visibility in the age of AI
People now get a single answer instead of ten blue links. A brand that isn’t named in that answer never enters the shor…
What is llms.txt and how do you write one?
robots.txt tells search engines what they may do; llms.txt tells AI models who you are. They do two different jobs.
What actually drives the cost of a corporate website?
The same brief gets three different prices from three agencies. The difference is rarely in the design — it hides in th…
A brand identity is more than a logo
The logo is only the visible face of an identity. The real work is tone of voice, consistency, and building a system th…
How to manage an advertising budget: five rules
Running ads is easy; getting results takes expertise. How to stop treating budget as an expense line and start treating…
How to build a social media content calendar
A content calendar is not a spreadsheet, it is a decision system. It settles what gets said, why, and to whom — in adva…
Why site speed affects sales directly
One second of delay means a serious drop in conversion. Speed is no longer a technical detail — it is a commercial one.