Nicole Ingra

So the onus is on us as individuals to admit to ourselves how much we suck at something. And then do it anyway.

By taking off the pressure of having to excel at or master an activity, we allow ourselves to live in the moment.

System1’s data is brutal on this point. Ads featuring brand characters averaged 3.8 Stars on their long term brand building scale. Celebrity spots averaged just 2.7.

Brand character ads registered significantly greater short term sales potential too: a 1.38 Spike Rating versus 0.86 for celebrity ads.

brand characters are among the most powerful DBAs that exist for driving branded attention and recall. On average, they significantly outperform most other distinctive assets including celebrity endorsements.

And brand characters don’t come with celebrity baggage. The gecko doesn’t have a podcast to promote. Brand characters lack the reputational... See more

Serendipitous discovery, creative exploration, intrinsic inefficiency: they all come back to play.

Rapha: Transforms cycling through premium products, community building, and content that celebrates the sport's heritage and craftsmanship.

Marketers get bored with the very things that drive consumer success – usually at exactly the point they start having proper impact.

There are two question we should ask ourselves:

1. Does this make me better?

2. Am I better when I turn if off? If not, I'm not interested.

It turned out that the recipe for their swarm-like collaboration had been simple: provide a platform of connection to those with a common desire.