About

Good work, made clearer.

Brand Therapy is a publication about the decisions that help expert work find its place in the market.

It is for founders, consultants, creatives, service business owners and company leaders making a consequential change: shaping an offer, choosing a customer, explaining a price, building trust, or deciding how a team should work.

The publication draws on Florian P.'s knowledge and convictions about brand strategy: a business should reveal real strengths, make a clear choice about whom it serves and deliver the experience it promises. Its editorial identity is separate from his FP practice.

AI can help explore and execute a direction. The people building the business choose its vision and remain responsible for what it becomes. We favor specific commitments, useful differences and room to adapt over the appearance of being a much larger company.

The aim is practical judgment. Each article should give you an idea you can examine, an example that makes it concrete and a decision you can apply to your own business.

Topics include offers, customers, pricing, reputation, leadership and AI at work. The publication offers business guidance, not clinical treatment or diagnosis.