Journal_
- 22 Jul 2026
Ubiquity × Cultural Adoption = Inevitability
Most brands misunderstand ubiquity. They think it means being everywhere. It doesn't. It means being everywhere that matters.
- 20 Jul 2026
Brand of the Month — July 2026 — No Brand
The World Cup created the biggest brand stage on earth. And yet no brand won. Because attention is not the same as impact.
- 19 Jun 2026
Brand of the Month — June 2026 — Lidl
Most brands are trying to become more premium. Lidl did something smarter: it made value feel valuable.
- 29 May 2026
Brand of the Month — May 2026 — BT
BT is our brand of the month. Not because recent work is the most creative. Because they made one of the boldest positioning decisions of the year.
- 28 May 2026
Top 100 Most Inevitable Brands Index 2026
The brands that have imposed meaning so effectively they have become nothing less than inevitable. May 2026.
- 25 May 2026
Most Inevitable Brands Index™
Terms of Reference & Methodology. How the world's most positionally powerful brands are evaluated, scored and ranked.
- 23 May 2026
Proposition Design as a Discipline
A proposition is not a tagline. It is the single idea that makes every other decision easier.
- 22 May 2026
The Inevitable Brand
Inevitability is not luck. It is a position, defended over time, until the category bends around it.
- 21 May 2026
Why I Founded IMPOSITION
Most brands don't have a marketing problem. They have a meaning problem. A note from founder Gellan Watt on why positioning is the last durable advantage.
- 20 May 2026
Imposing Meaning, Not Message
Why the most valuable brands stop arguing for attention and start occupying territory in the mind.