Hello, I’m John Luke.

I run a branding studio and currently working on a few projects like:
The Brand Archetype, Branding Commandments and Makers.

Some Thoughts…

The Paradox of Less Stress

Daniel Gilbert, a psychology professor at Harvard, observed this interesting phenomenon called the “region-beta paradox”. The story comes from someone who makes it a habit

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Walk like a cow.

Cows can walk upstairs but not downstairs.  See their knees do not bend in a way that gives them the ability to walk downstairs.   A

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