esmeralda avellanedaShow, Tell or HideThree ways to go around content design and editing6 min read·May 22, 2024----
esmeralda avellanedaLessons on brand strategy through loosely based quotesthe real takeaway from postgrads4 min read·Apr 24, 2024----
esmeralda avellanedaHOW TO BUILD A GHOSTSome thoughts on content finding, the materiality of words and writing.4 min read·Apr 3, 2024----
esmeralda avellanedaBrands always need a storyStories bring people in. We love a good story. So much we like to hear not only stories about ourselves, but about others, about third…5 min read·Feb 29, 2024----
esmeralda avellanedaWhat can you afford to do?an etymological approach to decision making4 min read·Jan 9, 2024----
esmeralda avellanedaHow can you tell if your problem is a communications problem?Not long ago, I stumbled upon an insight that now helps me navigate all kinds of situations. It came in the shape of a question:4 min read·Sep 21, 2023----
esmeralda avellanedaDo organizational design and branding need to come hand in hand?We’ve been working on both and there’s an ongoing debate within the team: can we work on one without the other?3 min read·Jul 13, 2023----
esmeralda avellanedaEditing Change My Mind: a collaborative ebook on strategic narratives and contentTier 1 experts from all over the world collided to share their knowledge and make this happen.5 min read·Jun 8, 2023----
esmeralda avellanedaWriting for each audience. A megaphone and whisper matter.It was the best of times, it was the worst of times. There was so much to build and create, it was because the team had forgotten they had…5 min read·Apr 4, 2023----
esmeralda avellanedaYou can’t be everyone, so at least be believableWe can’t be multiple persons at once. Quiet and loud. Mainly introvert and mainly extrovert. Hard working and perfectionist whilst laid…5 min read·Mar 7, 2023----
