🧱 Brand Builder #2 — Behavior-first design for OMO brands.
Twenty years ago we designed an Amex Platinum “Oasis” around expo fatigue—a customer experience lesson in behavior, trust, and brand strategy. Today, that same behavior pattern shows up as feed fatigue: endless content, AI-volume, and “high output / low meaning.”
Different channel. Same nervous system.
Platforms change. Behavior stays.
I wrote the full case study + the “Oasis Principle” checklist for modern OMO brands in this article.
What fatigue are you seeing most right now—content overload, decision overload, or trust fatigue?
Twenty years ago we designed an Amex Platinum “Oasis” around expo fatigue—a customer experience lesson in behavior, trust, and brand strategy. Today, that same behavior pattern shows up as feed fatigue: endless content, AI-volume, and “high output / low meaning.”
Different channel. Same nervous system.
Platforms change. Behavior stays.
I wrote the full case study + the “Oasis Principle” checklist for modern OMO brands in this article.
What fatigue are you seeing most right now—content overload, decision overload, or trust fatigue?