Ideas, Observations & Rabbit Holes

I think by writing. The pieces that make it beyond loose threads find their way here.

Marketing
September 19, 2026

Anyone can "do" anything now. What are generalists left with?

Properly positioning your breadth has never been more important.

Today's generalists face an existential crisis. As AI cannibalizes execution, doing it all isn’t much of a differentiator.
Branding
July 20, 2026

Building a Better Bonfire

The case for brand in a performance-obsessed world

Just because a business may struggle to measure something, doesn’t mean the impact isn’t there. Your brand lives on, regardless of if there’s someone deliberately managing it or not. And good or bad, it likely impacts your revenue much more than you think.‍
Business
May 3, 2026

The Final Differentiator

Why Business Can’t Afford to Discount Creativity Anymore

Logic and efficiency are becoming commoditized. The edge that remains is the ability to think divergently and create something genuinely new, but that may require businesses to consider internal skill sets differently.
Alignment
March 8, 2026

Talk is Cheap. Pay for Something Better.

A call to replace smart talk with smart action

When critique is rewarded over solutions, progress slows and accountability erodes. Understand the dynamics behind workplace cynicism and how to structure an environment that puts performance first.
Marketing
November 16, 2024

Quintessentially Human: The New Advantage

Looking to stand out amid AI? You had it all along.

Generative AI offers an undeniable edge, but knowing how to maximize its potential (or when not to) is the real challenge. The answer? Good old-fashioned human intelligence.
Branding
May 23, 2024

The Strategic Role Your Brand Guide Should be Playing (But Often Doesn't)

Codifying beyond the moodboard

Avoid (and solve!) these common brand guide weaknesses
Marketing
January 24, 2024

Can your Copy Pass the Toddler Test?

My new favourite test for ensuring your hook can capture the crocodile brain.

How do you attract and maintain consumer focus amongst record levels of competition, content and distractions? I've found the perfect content test...
Alignment
November 20, 2023

Supporting the Intrinsic Link between Culture, Collaboration & Creativity with UD Workplace Policies

Practical Guidance for Employers

In fall 2023, I ran a mixed-method study to explore the correlation between universally offered work policies and organizational outcomes.
Design
December 18, 2022

Story-First: A Better Way to Brief Creative Work

The 3 Key Flaws of the “Content-First” Approach and an Effective Alternative

A recent collaborative project triggered an exploration of the limitations "content-first" presents and formulate an effective "story-first" alternative.
Marketing
December 12, 2022

Rejecting the Content-First Approach

While “Content-first" may be a popular approach within today's marketing world, a recent collaborative project triggered an in-depth exploration of its limitations and improved alternatives.
Marketing
November 1, 2022

What Ten Years in Marketing Taught Me

A reflection on how my thinking has evolved...

My recent 10-year anniversary brought a moment of reflection on where I started and how much I’ve grown since.

Hi, I’m Kasia Flood

I build brands & experiences that help grow your business.

See the impactMeet Kasia

Is your positioning is doing your product justice?

Let's talk

Brand & Demand for
businesses ready to grow.

Key Pages

Home
About
Insights
Art
Contact

Recent Blogs

Anyone can "do" anything now. What are generalists left with?

Building a Better Bonfire

The Final Differentiator

© Kasia Flood 2026