Headlines

Why You

A self is a story of why you are you — a selective retelling of the myriad chance events between the birth of the universe and this moment: atoms bonding one way and not another, parents bonding with one partner and not another, values binding you to one culture and not

Culture •

The generic headline and the lazy slogan

If you can swap your slogan with a competitor’s without changing the meaning of either brand, then your slogan is meaningless. For example, “You belong here” is not a positioning statement for a college seeking new students. It’s just noise. It also doesn’t help to mix weasel

Culture •