When I think about brand identity, the idea of a paradox keeps circling in my mind: identity must be constant, yet at the same time it must be alive and keep pace with the times. When trends, technologies, and algorithms change faster than the seasons, it’s not necessarily the loudest brand that convinces, but the one we recognize effortlessly. Not because it is everywhere, but because it is consistent—in its decisions, its behavior, and the way it treats people.

After almost a quarter of a century, the possibility of political continuity is once again opening up in Slovenian politics. Not necessarily in the form of an electoral victory for the currently largest party, but in the very real possibility that, after the elections, the same political camp—and even the same prime minister—could once again form a government. In a political space accustomed to constant turnover, new faces, and short political memory, this is not an insignificant moment. It therefore calls for analysis rather than cheerleading.

At the start of the week, I commented for the Slovenian Press Agency (STA) on the release of the new U.S. National Security Strategy. Because this is a document that will have long-term implications for Europe and for the future of transatlantic relations, what follows is an expanded version of that assessment—with more context and clearer emphases than the format of an agency newswire allows.

In strategic communication, the bottleneck is usually not that organizations have nothing to say. It’s that we often haven’t agreed on what the core message is, who we are speaking to, and what evidence supports it. When that isn’t in place, communication slips into reacting: one more post, one more message, one more “opportunistic” text. Lots of activity—little meaning.

Let me start by saying that I voted yes in the referendum. For the second time. Before doing so, I had a serious conversation with myself. I had already reflected publicly on this issue once—largely because of my experience with my grandmother—but ultimately, I realized I do not want to decide other people’s fate. Everyone should decide for themselves. I believe every person has the right to say goodbye in the manner they choose. So who am I to appoint myself as a judge?

On the fringes of conspiracy theories, there is also the claim that Trump is in fact a Russian sleeper agent—an “illegal.” The theory is, of course, so absurd that it almost deserves a touch of attention. Especially because, after his inauguration, global circumstances have become distinctly critical—though by no means serious. When we look closely at virtually every one of Trump’s political decisions in recent months, none of them lead in the direction of MAGA—making America great again—but rather the opposite, in reverse. According to a scenario that could easily have been drafted in the Kremlin: how to make America (again) small—Make America Small Again, or MASA.

When we talk about expert topics, we often get tangled in our own language. Experts aim for precision, while the public looks for meaning. And somewhere in between — between the “what” and the “why” — understanding is lost. Communicators are the bridge between expertise and comprehension – between accuracy and the meaning people can truly feel.

We’ve stepped into a heated political autumn. The tension is already in the air, as we’re likely only six months away from parliamentary elections. Party congresses are happening one after another, new parties are being formed, old ones are being reshaped, and political advisers are searching for the magic formula to win over voters.

Last week I had the opportunity to take part in a panel at the Development Conference of the National Council of the Republic of Slovenia. The theme: competitiveness and investment. In my opening remarks, I drew on the parable of Achilles and the tortoise. Achilles, the fastest among heroes, cannot overtake the tortoise, because the latter always takes a small step forward.