Your product is good. How come your brand isn't resonating?

Every market runs the same cycle. Product becomes commodity, brand becomes the moat, then lazy branding gets commoditised too. Examples include fashion, watches, and tech. Right now, most founders are building at exactly the moment their product advantage is about to stop being enough.

This episode traces that cycle through Corteiz, Rolex, and Apple, and names the liability that accumulates every time brand clarity gets deferred: Brand Debt. You'll understand where your market is in the cycle, why a visual refresh won't solve it, and what a properly drawn ICA actually looks like when applied to brand decisions.