Brand Strategy
The best ROI action is to talk with a client
Direct client conversations deliver greater return on investment than most marketing campaigns.
Perspectives on brand, culture & growth
Consumer Behavior
Brands exploit Italian brainrot
How brands are capitalizing on the Italian Brainrot trend sweeping TikTok, and why virality alone isn't sustainable without brand identity.
Marketing Strategy
Marketing and the art of stealing
How great marketers borrow ideas from diverse sources — Steve Jobs, The Beatles, Tarantino, and Picasso — and remix them into breakthrough campaigns.
Consumer Behavior
Hustle & Flow: Who Side Hustlers Are and How Brands Can Tap In
The growing side hustle economy: who these entrepreneurs are, their purchasing behaviors, and how brands can authentically engage them.
AI & Technology
Garbage In, Garbage Out: Your Outputs Are as Smart as Your Data
Quality inputs determine AI output quality — structured, data-driven prompts produce significantly better AI-generated content than generic ones.
Brand Strategy
From Purpose-Driven to Purpose-Washed: The Rise and Fall of Brand Integrity
How companies transition from authentic purpose-driven branding to superficial purpose-washing.
Consumer Behavior
Gen Z Unmasked: The Numbers Behind the Myths
Data-driven analysis revealing that Gen Z defies stereotypes — they're pragmatic about sustainability, value creativity at work, and balance impulsive spending with strategic financial planning.
Brand Strategy
Why Brands Can't Stay Neutral Anymore: What Trump vs. Zelensky Teaches Us About Influence Marketing
How brands increasingly take political stances, using the Trump-Zelensky confrontation as a lens for influence marketing.
Consumer Behavior
Love in the Age of Algorithms: What Dating Apps Reveal About How We Choose Brands
How dating app swiping habits correlate with shopping preferences and brand loyalty decisions.