Journal
The Journal of Distinction.Le Journal de la distinction.
Notes on brand strategy, growth, AI search and the business of building brands that endure.Stratégie de marque, croissance, recherche IA : nos notes sur l’art de bâtir des marques qui durent.
The strategic foundations consumer brands skip.
Two upstream gaps quietly cap growth: a positioning too vague to write copy from, and pricing set by feeling. How they compound, and how to fix them.
The focus problem: consumer brand marketing in 2027.
Channel sprawl, founder overload, AI-driven content fatigue, inflation. The 2027 response is not more effort. It is the discipline of focus.
Measurement in the AI era: proving marketing ROI.
ROI is the top marketing pain point of 2026, and AI is entering every measurement tool. The three-layer framework, and how to govern the AI.
How beauty brands win on AI search.
Sephora in ChatGPT, Ulta in Gemini. How the retailer-mediated discovery layer decides which beauty brands AI recommends.
The 2026 beauty distribution playbook.
Sephora vs Ulta, Amazon as a brand-building channel, TikTok Shop economics and Target’s rise. A founder’s playbook for protecting margin.
The art and science of a beauty exit.
What L’Oréal, LVMH, Shiseido and Unilever actually evaluate when buying a beauty brand. From the inside.
What family offices get wrong about brand.
Three patterns that cost generations of capital, and how to think about brand as patrimoine, not marketing.
When to hire a brand strategist.
The signals, the timing, what it costs, and how a strategist differs from an agency or a fractional CMO.
Cómo exportar vino argentino a Estados Unidos.
EE. UU. es el primer mercado en valor del vino argentino. La guía para bodegas premium: importadores, tres niveles y más allá del Malbec.
Comment vendre du vin français aux États-Unis.
Percer le premier marché du vin français en valeur : système des trois niveaux, choix de l’importateur, droits de douane, positionnement.
Attirer la clientèle américaine dans un château.
Clientèle américaine, distribution, récit de marque, mariages et yield management : la stratégie pour les domaines hôteliers.