Stand for something in a sea of slop.

These are branding basics as the biggest wine and spirits brands in the world practice them, from someone who worked on Cîroc, Penfolds and 19 Crimes. There are ten questions, and answering them honestly puts some soul and connection back into your work.

Your mission: think deeply, answer them in order, brand essence last. Then make it the foundation of everything else: your aesthetics, your campaigns and, most importantly, your brand strategy (coming soon).

The template, a short guide to using it, and the occasional sharp opinion. No drip campaigns, no countdown timers. Signing up makes you a crusader in the fight against slop, which mostly means caring more than your competitors do.