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...
If youâve spent any time analyzing business performance, youâve likely encountered the Pareto Principleâalso known as the 80/20 rule. Named after Italian economist Vilfredo Pareto, this principle suggests that roughly 80% of outcomes come from 20% of causes. In branding and business strategy, this insight can...
Costco (NASDAQ: COST) just released its latest earnings report, and memberships are booming. Costco now has 78.4 million paid memberships, a 6.8% increase from last year, with an impressive 93% renewal rate in the U.S. and Canadaâeven after a price hike in September. Thatâs brand loyalty at...
In my journey of helping build some of the worldâs most iconic brands, one question keeps coming up: âWhat makes a brand thrive?â And my answer is always the same...
In an age where consumers are inundated with choices, why do some brands earn unwavering devotion while others remain forgettable? The answer lies not in discounts or clever marketing tricks but in something far more profound:Â Purpose. A purpose-driven brand transcends mere transactions. It builds emotional connections, ignites passion,...
Hey, I get it. When youâve worked hard to get where you are, when youâve built something meaningful, when people look to you for answersâitâs easy to start believing your legend a little too much. Success has a way of lifting us up, sometimes so...
Customer loyalty isnât what it used to be. The old days of punch cards and generic rewards are fading, replaced by something far more powerful: AI-driven personalization. Brands like Spotify, Starbucks, and Sephora have mastered the art of knowing their customersâsometimes better than customers know themselves. When a brand...