From cave paintings to TikTok, storytelling has always been the way humans make sense of the world. Stories are how we connect, remember, and decide what matters. In todayâs disruption eraâmarked by rapid technological change, economic volatility, and shifting consumer expectationsâstorytelling isnât a creative luxury....
People often confuse insights with strategies, but theyâre not the same thing. Knowing the difference is what separates breakthrough thinking from wasted effort. An insight is a revelation. Itâs the âahaâ moment that makes you look at the problem in a new way. Think of it...
Hereâs an uncomfortable truth Iâve seen too many established brands overlook: bidding on branded keywords might be a waste of money. Back in 2012, eBay ran a fascinating experiment with economists Tom Blake, Chris Nosko, and Steve Tadelis. They shut off paid search ads in certain...
âCreativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.â â George Lois In Search of Creativity Albert Einstein said, âImagination is more important than knowledge.â Imagination and the creative impulse have a way of alchemically transforming problems into new solutions and...
CEOs today are under extraordinary pressure. Digital transformation is racing ahead, economic volatility has become the norm, and retaining top talent has never been harder. Traditional growth leversâbigger ad spends, deeper discounts, louder campaignsâno longer guarantee results. The real question leaders face is: How do you...
Tsedal Neeley is the Naylor Fitzhugh Professor of Business Administration and Chair of the MBA Program at Harvard Business School. Sheâs also a board director, bestselling author, and one of LinkedInâs Top Voices on leadership and the future of work. Recently, she shared a simple but...
Carl Jung once said, âMan needs difficulties. They are necessary for health.â The same is true for brands. Yet many instinctively avoid difficulty. They shy away from conflict, from tough expectations, or from friction with customers. But hereâs the paradox: the very struggles brands embrace are the...
One of the clearest truths in marketing is also one of the easiest to forget: Brands with higher awareness get far greater return from the same media spend. This isnât a vague theoryâitâs been demonstrated across multiple platforms, from ecommerce marketplaces to TikTok. The effect is consistent...
If youâre serious about growth, invest in TV. TV isnât just another channelâitâs the stage where brands earn cultural relevance. When done right, it becomes more than advertising. It becomes a signal of trust, a story customers carry with them, and a catalyst for loyalty. TV Still...
If someone asked me to define a cult brand, I wouldnât start with logos or marketing campaigns. Iâd start with people. At its core, a cult brand isnât just a company with loyal customers. Itâs a brand that people join. In our research (Why We Join), we...