Every agency says it knows what makes a website work. Me included.
So we stopped guessing and counted. 100 software websites, real visitors, real network traffic, three AI assistants. The expensive problems were the ones nobody scores.
The €3,000 rebrand is a lie. And so is the €80,000 one.
Nobody in this industry will tell you what a rebrand actually costs — or why both the cheap one and the expensive one can be selling you the same lie. So here we go.
If we sign it, we own it.
Almost nobody wants to own anything anymore — we want the credit, not the bill. On responsibility, victimhood, and why ownership is the lightest thing you will ever carry.
Every brand wants to look successful. Almost none want to be.
Looking the part is cheap now. Being the part is the only thing that was ever expensive — and almost nobody wants to pay for it.