Dropbox: Why argyle doesn't make you a tool

Brand Strategy, Design Strategynirm shanbhagOctober 6, 2017notch strategy llcRebrand, brand strategy, Design Strategy, business-aligned Comment

Oath: why we need to remind ourselves of job one of branding

AOL's marketing team seems to have confused themselves for their customers when developing the new name for the company. For the rest of us, it's provides a refresher on why job one for brand shepherds is understanding your customers.

Brand Strategy, Verbal Identitynirm shanbhagApril 10, 2017brand strategy, naming, Rebrand Comments

Uber's Brand Redesign: Or why I’m going to have to take the bus

Uber's redesign is the latest example of companies designing for themselves, not for their users.

At Notch, a point of view is always required. It's not about being dogmatic. It's about being thoughtful and willing to take a position.