• Will the K-shaped economy change who your brand targets?

    The economy isn’t splitting evenly. Your marketing can’t either.

    The K-Shaped Economy Is Here. Here’s How Brands Should Respond

    When opportunities diverge, one-size-fits-all marketing becomes a liability. Winning strategies are calibrated to distinct trajectories.

  • When should you use emotional vs informational ad creative?

    Use informative ads for practical products, and emotional ones for pleasurable ones.

    When to Use Emotional vs Informational Ads

    Emotional ads don’t exclude information. They give it context and meaning worth remembering.

  • Is more better, or is more just more?

    The AI race isn’t just model versus model; it’s also AI versus human. AI is already winning in quantity, but what about quality?

    More Articles Are Now Created by AI Than Humans

    Quantity is not an advantage; discernment is.

  • Is a brand refresh the new ad campaign?

    The strongest marketers utilize their brand identity and creative campaigns in tandem to deliver purpose and experience.

    Why Marketers Keep Refreshing Brands Instead of Betting on Splashy Ads

    Campaigns are louder when the brand behind them actually stands for something.

  • Are taglines and slogans interchangeable?

    The answer is “no.” The difference between a tagline and a slogan is nuanced, but one tends to stick around while the other has a limited shelf life.

    On Writing a Tagline (and Pitching It, Too)

    Taglines are commitments that illuminate the brand. Slogans drive campaigns forward.

You've made it to the beginning...

You've made it to the beginning...