Over 25 years ago, I stepped away from the traditional agency world. Not because I didnât love the workâbut because I didnât love the model. I didnât want to build something that looked like every other agency. I wanted to build something with soul, and...
What if weâve misunderstood inspiration all along? What if inspiration isnât something we summon, but something that summons us? A Scientific Look at Inspiration Psychologists Todd Thrash and Andrew Elliot have studied inspiration in depth. They found it isnât randomâit follows a consistent psychological pattern composed of three...
Over a decade ago, we had the chance to work with Jeanie Buss during a crucial moment in Lakers history. Even then, it was obviousâJeanie wasnât just running a team. She was building something far deeper: a living legacy. Now, with the news of the Lakersâ...
Hereâs a hard truth: Most successful brands sell dreamsânot reality. Thatâs not a cynical take. Itâs just how humans are wired. Airbnb doesnât show you the cramped basement apartment with a clunky lock and an awkward host. They show you the treetop retreat in the jungle or the...
In marketing, targeting is often hailed as the holy grail. With todayâs digital tools, we can zero in on precise audience segmentsâdown to job title, purchase intent, or even what someone had for lunch. Itâs no wonder that many marketers, especially those focused on performance,...
Spotify does something many brands struggle with: it makes billions of users feel like itâs made just for them. From personalized playlists to culture-savvy campaigns, Spotify turns creativity into a competitive advantageâand it keeps customers coming back. The key? Strategic storytelling that builds an emotional connection....
âCustomer service shouldnât just be a department, it should be the entire company.â â Tony Hsieh, Founder of Zappos Too often, companies isolate customer experience (CX) within a single department, treating it as a support function rather than a fundamental business philosophy. But exceptional customer experience...
The Hidden Cost of Ignoring Brand Consistency "Your brand is what other people say about you when you're not in the room." â Jeff Bezos While most executives understand the importance of branding, there's an often-overlooked aspect that quietly erodes profits, customer loyalty, and competitive advantage: brand...
"It's not fashionable these days to say that you want to put more effort towards brand and consumer sentiment because they're harder to measure...
In brand strategy, I often see teams move forward when they feel pretty confident â when their odds of being right seem just above 50%. But hereâs the truth: Being barely right isnât good enough in high-stakes decisions. The real value comes from pushing that confidence way higher...