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No email gate. Read the core rule and three sample checks from the Brand Decision Field Guide. If the preview does not match your decision, do not buy the bundle.
6 PDFs. 124 pages. Email after checkout. No refunds. Preview first.
Field Guide, worksheets, prompt pack, quick card, worked examples, and agency audit kit.
Preview
No email gateSample
3 checksFull kit
6 PDFsLength
124 pagesWhat this page proves
The kit is a decision tool, not a mood board.
You should be able to tell from this page whether the full guide belongs in your week.
Use it when
Money is about to move.
Logo, color, typography, website, packaging, message, slogan, positioning, agency scope, or rollout.
Do not use it for
Abstract inspiration.
This is for a live decision with a buyer, budget, stakeholder, timeline, or launch risk attached.
Full bundle
More than the preview.
Field Guide, Prompt Pack, Worksheets, Quick Card, 3 Worked Examples, and Agency Audit Kit.
Core Rule
A brand decision is market consequence.
A brand change is not approved because the team likes it. It is approved only after memory, trust, category position, audience permission, and buyer behavior survive the change.
A change that passes those checks can compound value. A change that fails one can burn money fast. The full guide names the failure pattern before the invoice, launch, or board memo locks the decision in.
Sample checks
Three items from the guide.
These are shortened for the page. The paid bundle gives the full system and the working artifacts.
Color / COL-01
Does the color change destroy a recognition anchor?
- Check
- Is the current color how buyers find the product on a shelf, in search, in a feed, or on the street?
- Failure signal
- Loyal customers say they could not find the product after launch.
- Case lesson
- Tropicana moved familiar package cues. Shelf recognition broke fast.
PASS if recognition holds at a glance. ADJUST if transition work can protect it. STOP if buyers lose the cue.
Read the Tropicana caseLogo / LOG-02
Does the new logo pass the squint test?
- Check
- From across a room, with eyes half closed, is the new mark as identifiable as the current one?
- Failure signal
- The new mark is weaker at distance, favicon size, signage scale, or quick scroll speed.
- Case lesson
- Gap changed a familiar mark and reversed the move within days.
PASS if distance recognition survives. ADJUST if the shape can be strengthened. STOP if the current mark wins the squint test.
Read the Gap casePositioning / POS-01
Does the proposed position already have an owner?
- Check
- Who already owns the position you want, and what protects them?
- Failure signal
- The new position sounds like a larger competitor, with no asymmetric advantage.
- Case lesson
- Bud Light signaled beyond its operating reach and lost the buyer base it already had.
PASS if the position is open or weakly defended. ADJUST if you have a real wedge. STOP if the move is borrowed language.
Read the Bud Light caseOrder
Buy the full bundle only if the preview earns it.
The paid kit gives you the full field guide, prompt pack, worksheets, quick card, worked examples, and agency audit kit. Stripe checkout. Email delivery. No refunds.