AI Is A Platform Shift, Not A Brand Advantage
The buzzword in marketing right now is AI. Well, acronym, that is.…
The Decisions That Make A Brand Coherent
Some of the most consequential decisions a brand makes never arrive looking…
PepsiCo’s New Definition Of Relevance
In 1967, the song “San Francisco” by Scott McKenzie described “a whole…
The New Rules Of Brand Engagement
With audience attention becoming increasingly fragmented across platforms and formats, visibility alone…
Brand Positioning That Improves The Economics Of Growth
Most leaders understand positioning. They know their brand needs to stand for…
AI Is Not A New Marketing Problem. It Is A New Brand Interface.
Perhaps the most interesting thing about AI is that it is new…
Why People Snack: The Human Needs Food Brands Forget
The president of Snacking Global at Mars, Andrew Clarke, recently spent some…
The Difference Between Positioning And Messaging
Alongside category design, messaging, storytelling, and thought leadership, positioning is where your…
Why Iconic Brands Need To Earn Permission To Change
Ferrari’s recent introduction of the Luce, its first fully electric four-door model,…
The Brand Architecture Behind Audemars Piguet x Swatch
The criticism was predictable. A revered luxury watchmaker partners with Swatch, introduces…
