# building brand (blogs) — RSS Amplifier Recent posts from the 2 feeds in the RSS Amplifier directory that cover building brand. Page: Feed: --- ## [Reach Is Dead. Craft Is the New Currency.](https://fatemaraja.substack.com/p/reach-is-dead-craft-is-the-new-currency) _2026-08-21 · Fatema Raja · LAYER BY LAYER_ Inside the quiet shift from influencer marketing to something closer to commissioning art ## [On Not Knowing Where To Settle](https://somedaysomeday.substack.com/p/on-not-knowing-where-to-settle) _2026-08-10 · Estée Lalonde · someday someday by Estée Lalonde_ Unpacking my 16 year relationship with London. ## [How Did a Box of Matches Become India's Visual Language?](https://fatemaraja.substack.com/p/how-did-a-box-of-matches-become-indias) _2026-07-30 · Fatema Raja · LAYER BY LAYER_ Here is an object that shouldn’t be interesting, and yet is one of the strangest design archives India has ever produced. ## [Japan has design, Sweden has design, but India stopped at heritage.](https://fatemaraja.substack.com/p/stop-designing-from-scratch-start) _2026-07-28 · Fatema Raja · LAYER BY LAYER_ How changing the context, not the content, might be how India finds its modern design language. ## [The Estée Edit: Summer in the City](https://somedaysomeday.substack.com/p/the-estee-edit-summer-in-the-city) _2026-07-26 · Estée Lalonde · someday someday by Estée Lalonde_ Six things: a book, a restaurant, two beauty products, a piece of music and a thing worth owning that will make your summer a softer one. ## [Pleading the Case for the Emotional Support Stuffed Animal](https://somedaysomeday.substack.com/p/pleading-the-case-for-the-emotional) _2026-07-19 · Estée Lalonde · someday someday by Estée Lalonde_ On the things we scoff at until we don't. Meet Moo. ## [For Healing: Treatments in London (Part 3)](https://somedaysomeday.substack.com/p/for-healing-treatments-in-london) _2026-07-12 · Estée Lalonde · someday someday by Estée Lalonde_ The treatments and places getting me through a hot London summer. ## [India Is Way Cooler Than Its Palaces](https://fatemaraja.substack.com/p/india-is-way-cooler-than-its-palaces) _2026-07-08 · Fatema Raja · LAYER BY LAYER_ And Fred Again’s India tour announcement proves the point. ## [On Being Absorbed](https://somedaysomeday.substack.com/p/on-being-absorbed) _2026-07-05 · Estée Lalonde · someday someday by Estée Lalonde_ My visit to Estonia and the rare feeling of not thinking about anything other than where you are. ## [New Memories in Old Places.](https://somedaysomeday.substack.com/p/new-memories-in-old-places) _2026-06-30 · Estée Lalonde · someday someday by Estée Lalonde_ On old places, new memories, and the co-existence of selves. ## [Trade Bitcoin and Ethereum Today (Sponsored)](https://crawlproof.com/a/7HFB9neIsvLc) _2026-06-30 · **Sponsored**_ Buy, sell, and margin trade BTC and ETH with EUR, USD, CAD, GBP, or JPY. ## [India's long, slow return to its own visual language](https://fatemaraja.substack.com/p/indias-long-slow-return-to-its-own) _2026-06-30 · Fatema Raja · LAYER BY LAYER_ Hi everyone, I'm Fatema Raja, I write Layer by Layer — a newsletter where I share my perspective on design, branding, and consumer psychology. ## [On Leaving Canada at Nineteen](https://somedaysomeday.substack.com/p/on-leaving-canada-at-nineteen) _2026-06-07 · Estée Lalonde · someday someday by Estée Lalonde_ Sixteen years later, notes on the cost and gift of starting over. ## [Everything Old Is New Again](https://fatemaraja.substack.com/p/everything-old-is-new-again) _2026-06-04 · Fatema Raja · LAYER BY LAYER_ Why the Past Is the Most Powerful Product Right Now ## [Built to Scale, Designed to Feel](https://fatemaraja.substack.com/p/built-to-scale-designed-to-feel) _2026-05-30 · Fatema Raja · LAYER BY LAYER_ What leading the Gojek rebrand taught me about building brand systems that grow without losing their soul ## [Notes on Outgrowing Myself](https://somedaysomeday.substack.com/p/notes-on-outgrowing-myself) _2026-05-25 · Estée Lalonde · someday someday by Estée Lalonde_ The strange grief of letting go of a past self. ## [On Feeling Like I'm Going Nowhere](https://somedaysomeday.substack.com/p/on-feeling-like-im-going-nowhere) _2026-05-17 · Estée Lalonde · someday someday by Estée Lalonde_ Notes from someone who is, by every available metric, doing plenty. ## [Building the Brand: The Concept](https://somedaysomeday.substack.com/p/building-the-brand-the-concept) _2026-05-10 · Estée Lalonde · someday someday by Estée Lalonde_ Why nature and self-care are at the heart of MIRROR WATER. ## [The Art of Being Unmistakable.](https://fatemaraja.substack.com/p/the-art-of-being-unmistakable) _2026-04-22 · Fatema Raja · LAYER BY LAYER_ On digital noise, brand identity, and the discipline of staying on one frequency. ## [India Has 800 Brands and Counting. Almost None Are Building Together.](https://fatemaraja.substack.com/p/you-are-the-company-you-keep) _2026-04-11 · Fatema Raja · LAYER BY LAYER_ How brand collaboration is the most underutilised currency in modern marketing ## [The Design System Starts with the Packaging, Not the Logo.](https://fatemaraja.substack.com/p/the-brand-book-comes-last) _2026-04-05 · Fatema Raja · LAYER BY LAYER_ How to design the most scalable visual identity. ## [A Friend Gave You $30 (Sponsored)](https://crawlproof.com/a/03kLlhH6QJG5) _2026-04-05 · **Sponsored**_ Sign up, deposit $5 within 30 days, and start investing with expert guidance. ## [Appreciation Over Aspiration: A $600B Shift in India's Consumer Mindset](https://fatemaraja.substack.com/p/appreciation-over-aspiration-a-600b) _2026-03-23 · Fatema Raja · LAYER BY LAYER_ How quality intelligence replaced aspiration and discounts as India's new consumer currency