Weâve entered a marketing era obsessed with optimization. Media teams are targeting down to the decimal. Audience segments are sliced to the molecule. Programmatic budgets are tweaked daily to squeeze out fractional gains in click-through rates and conversion metrics. And yet, amid all this precision, we continue...
In many organizations, brand is still viewed as the domain of marketingâsomething colorful, creative, and occasionally nebulous. But in todayâs competitive landscape, that view is dangerously outdated. The truth is this: your brand is a financial asset. And itâs time the CFO paid closer attention. A strong...
Weâve always said cult brands are built on emotional connection, not just conversions. Now, the data backs it up. A major new report, "Profit Ability 2: The New Business Case for Advertising," was recently released, analyzing ÂŁ1.8 billion in advertising spend across 141 brands and 14...
Over the past two decades, humor in advertising has quietly disappeared. And thatâs a big problemâbecause humor works. According to WARCâs 2024 report, âWhatâs Working in Humorous Advertising,â the worldâs most effective ad campaigns have one thing in common: theyâre funnier. Hereâs why that matters to you: 91% of...
Thereâs creativityâand then thereâs Cult Creative. The kind of creative that doesnât just market a product but moves people. The kind that becomes part of the cultural conversation. The kind that inspires loyalty not with discounts or gimmicks but with meaning. At the heart of Cult Creative is a...
A long time ago, we started telling stories. Before we had words, we painted our stories on cave walls. Stories helped us make sense of the world before we could explain it. They still do. Weâve been obsessed with stories ever sinceânot just for entertainment but for survival, meaning,...
Iâve spent years helping brands build communities. And Iâve seen time and again that the brands winning today arenât the loudestâtheyâre the ones that become part of culture. One of the most powerful recent examples I came across didnât involve a real spokesperson or influencer.. It involved an...
From one dude to another, have you heard the tale of DUDE Wipes? This brand is making wavesâclean ones, of courseâand their story is spreading far and wide. Itâs a testament to just how powerful word-of-mouth marketing can be. A buddy recently raved about DUDE Wipes,...
The journey from concept to completion is often paved with challenges and opportunities in creative work. Traditionally, this journey begins with a written creative briefâa document designed to guide and inform the creative process. However, the effectiveness of written briefs has been a topic of much debate. While...
Understanding your audience is more than a skill. It's an art form and science. Marty Sklar, the past president of Disneyâs Imagineering Division, shared a profound insight that beautifully encapsulates this art. He said, âKnow your audience; wear your guests' shoes, that is, don't forget the human factor;...