âIdeas are worthless. Execution is everything.â It sounds tough. It sounds practical. It sounds disciplined. But itâs only half true. Sam Altman once said something that flips this on its head: âThe good founders are the people who have ideas all the time.â Not one brilliant idea. Thousands. And that line should...
For us, effectiveness goes far beyond clicks, views, or lift reports. We define effective creative as work that moves people and moves the brand forward. In simple terms: Remarkable work that works remarkably. Remarkable means it has a soul. Strategically grounded in the brandâs truth Emotionally resonant enough to be...
Unlock the Creative Power Within Your Organization Through Our New Program: âThe Cult Branding Approach to Creativity and Innovationâ The worldâs most beloved brands, Apple, Patagonia, Harley-Davidson, LEGO donât just sell products. They continually reimagine themselves, fueling communities through creativity and innovation. At The Cult Branding...
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...
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...
I canât think of a more special breed of people than creatives. Every time a creative pitches a bold campaign, challenges the status quo, or takes a big risk, theyâre standing exposed in front of thousands of consumers, peers, shareholders, and competitors. And yet, they keep doing...
At the recent IPA Effectiveness Conference, Dr. Grace Kite presented some eye-opening research that should grab the attention of anyone responsible for marketing budgets. When you combine really great creative with really great media planning and buying, you can achieve up to a 4x uplift in...
Whatâs the best brand line Iâve ever come across? Itâs not one youâll find in a slogan. Itâs what you experience the moment you walk into Disney. Disney has used taglines like âThe Happiest Place on Earthâ or âWhere Dreams Come True,â but thatâs not what makes it...
If you want to build a brand that customers loveânot just buyâyou need to understand how people actually make decisions. Contrary to what many dashboards suggest, purchasing isn't a straight path from ad to cart. It's more like a loopâan emotional, non-linear journey of curiosity, consideration,...
In todayâs performance-obsessed marketing culture, optimization feels like the golden rule. We measure, we A/B test, we trim the fat. We narrow our targeting to the most âefficientâ segments. It feels smart. Clean. Precise. But thereâs a problem: what feels like smart marketing on a dashboard...