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“For the last twenty years, strategy hashelped marketing become more measurable.For the next twenty, it may need to helpmarketing understand what meas

Operating at the cusp of business and cultureenables strategists to unlock brandopportunities beyond advertising, shapingareas like retail experience,

A living brand needs coherence: a recognizable center with enough freedom at the edges to respond to the moment.Consistency says, “We always look like

Brand-defining work should remain close to the people with the deepest judgment and taste. A new identity, campaign platform, product experience, or c

None of this means ugly sells. Plenty of brands have tried and failed at this. What made Crocs work was a purpose that never moved: comfort over vanit

The shoe was never meant to be fashionable. It launched in 2002 as a boat shoe, a lump of foam with holes in it so water and sand could drain out. Hos

Now, if the adults don’t exist, you no longer have to wait to be ready to do things because there’s no moment of transcendence, no moment of permissio

What wins in an AI-mediated world is the company that actually delivers. The one with provable quality metrics. Consistent delivery windows. Response

This transformation creates three unavoidable challenges for every business:The Interface Challenge. You need to be discoverable and compelling to age

“AI can recommend a lipstick, but it cannot tell you exactly how that lipstick will feel on your lips,” Alexis said. “Technology can help narrow the p

So then why does the degradation continue when the consequences are so obviously painful and the upsides are so fruitful?Again, enshittification is le

If 62% of the public assumes you’ll sacrifice them for growth, the bar for not doing so has never been so low.Care, craft and humans can be costs, or

65% say everything in tech now looks like it was designed by the same company (jumps to 72% for Gen Y)

His counselor put him through a mock date, testing how he would handle awkward questions while peppering him with encouragement — a tactic she describ

“Celebrity capital isn’t a fixed inheritance: it can flow backwards as well as forward,” he says. “The established star borrows the youngster’s youth,

In today’s attention economy, being able to command attention across decades has become the ultimate sign of cultural longevity. It’s little wonder, t

“People are trying to establish their relationship with those who they see as having enduring social capital... It’s important for people to be able t

Maybe the ultimate status symbol now is not simply becoming famous, but becoming someone whose fame can outlive the moment that created it.

people are architecting content and media in order to simply get to the goal of having a lot of views without thinking about the actual inherent value

In today’s attention economy, being able to command attention across decades has become the ultimate sign of cultural longevity. It’s little wonder, t

“People are trying to establish their relationship with those who they see as having enduring social capital... It’s important for people to be able t

Maybe the ultimate status symbol now is not simply becoming famous, but becoming someone whose fame can outlive the moment that created it.

“Celebrity capital isn’t a fixed inheritance: it can flow backwards as well as forward,” he says. “The established star borrows the youngster’s youth,

YOU’VE BEEN SEMI-SCATHING ABOUT THE STATE OF CONSUMER TECHNOLOGY. YOU’VE SAID THAT YOU WANTED NOTHING TO BE THE MOST FASHIONABLE TECH BRAND, AND IT’S

Recently, a lot of consumer tech advertising has become very product-focused. There hasn’t been much focus on connecting to culture or the emotional b

The feed has never been so fickle. The audience and algorithm are continually more connected. Your audience’s feed rewires every time their life does.

In a recent episode of The Colin and Samir Show with YouTube strategist Paddy Galloway, Samir calls out that we’re in the “Abundance Era” of content,

According to Qualtrics, consumers giving feedback is at an all-time low. Why would they if they’ve concluded you’ve stopped listening? So, reasonably,

Discomfort, especially from our social interactions, becomes something we can just toggle off and opt-out of. This slipperiness is seductive.“AI is qu

Love lives in our labor.

advantage always accrues to players who demonstrate some sort of outlier behaviour. Who do something particularly well - or ideally uniquely.

Once you state the premise plainly, it begins to look absurd. A company hires talented people to spend months developing an identity, then tries to pa

Creative people are not afraid of hard work. They are exhausted by waste: rebuilding the same deck, resizing the same assets, being talked down to by

So where should brands actually be putting that energy and budget?Into the things that will generate content on their behalf. Events people actually w

We each carry an individual archive of different music, books, films, rituals. When we bring them into contact with another person’s own library of ex

the absurdity of having a job under capitalism.

Her ideas channel the structural frustration of the bullshit-jobs left while holding on to the notion that work can be more than a scam or a chore. It

We can get by just fine without any of them, as historically most of us have. What we absolutely can’t live without is a social framework for understa

Like Strauss’ respondents almost a century later, these men and women didn’t especially care if their work was a true vocation. They valued “the pride

We’ll always need humans to supply the human touch. And how will we get those relational jobs? Relationships, obviously. It’s not what you know, it’s

Work with NOBL

Exposure to the arts is the only antidote to this tasteslop, having critical or creative pursuits that help them feel human still.

Taste remains human. Repetition becomes software.

The irony is that our taste is already inside the machine. It's what those ratings are made of. And once enough people's taste has been averaged toget