The Life is Good Company started with a t-shirt and a smile. Founded by brothers Bert and John Jacobs, this American lifestyle brand built a loyal following with simple, optimistic messages and their iconic stick figure, Jake. But even beloved brands can lose momentum. Despite a...
David Blaineâs magic blurs the lines between illusion, art, and experience. Over more than two decades, he has captivated audiences around the world with performances that defy belief and linger long after the final moment. But as his work expanded into digital platforms like iTunes...
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...
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...
In the race for innovation, growth, and market share, many brands forget a simple truth: customers donât fall in love with complexityâthey fall in love with clarity. At the heart of every Cult Brand is a clear and consistent emotional experience. And one of the fastest...
Marvel Studios may be facing theatrical turbulence, but its brand remains strong. While critics point to "superhero fatigue" and underperforming films, Marvel has never relied solely on its box office performance. The brand's real power lies in how it connects with its most loyal fansâits Brand...
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...
Every industry has its âsafe bets.â The products and services that succeed by being reliable, consistent, and available. Theyâre the brands people donât mind switching out for a cheaper alternative at the grocery store or at the car rental counter. But then there are the other...