Jack Bleakley
Introducing Brand Eye
Why I'm putting the studio's strategy files out in the open, one issue a week.
Most brand advice online stops at the carousel. It looks good in a feed and skips the part founders need, which is how a strategy turns into decisions that grow a business. Today I'm launching Brand Eye to cover that part.
What It Is
Brand Eye is a weekly newsletter on Substack, from Blink Twice and @jackofbrands. It's written for founders, CMOs and anyone who wants to understand how brands are built. Each issue takes one idea from our client work, shows it in real brands, and ends with steps you can use on your own.
Why Give It Away
The thinking we use with clients usually stays in the studio, in strategy decks nobody outside the room sees. I'd rather put it out there. Founders who read it will make better calls on their brands, and the ones who want help will know where to find us.
Why It Looks Like a Classified File
The creative direction comes from blueprints and declassified documents. A blueprint shows how something is built, and a declassified file shows what was kept hidden. Each issue tries to do both for a brand. The name is a small nod to the studio: Blink Twice, Brand Eye.
The First Issue
Issue 01 is out today, on Brand Trojan Horses: the secondary products that keep a brand in someone's life long after the sale, from the Michelin Guide to IKEA's blue FRAKTA bag. Issue 02 follows on Friday.
Subscribe for free and it lands in your inbox every week.