The Museum of Dead Slogans
They used to matter. Those six words on a wall could change everything. They could make you quit your job, start running, fall in love with a phone, or feel […]
Author: kennedycastro
The Faithless brand
It doesn’t start with failure. It starts with alignment. The numbers look fine. The dashboards hum. The purpose slides sparkle under soft fluorescent light. Everyone nods. No one notices that […]
When Agencies Delete Themselves
Five years ago, Grey was closed. The name that once covered half of Madison Avenue vanished into a line item on a spreadsheet. No scandal, no rebellion, just a tidy […]
Efficiency Is the New Aesthetic
At some point, without anyone really noticing, efficiency became our shared religion. It started innocently enough, “let’s streamline the process,” “let’s automate what’s repetitive,” “let’s let data guide us.” But […]
Coward Brands: The New Dominant Species
Once upon a time brands wanted to change the world. Now they just hope the world doesn’t tag them, or worse, notice that they’ve stopped trying. Meet the Coward Brand. […]
Stop Performing. Start Existing.
There’s this word “authenticity” that’s been rattling around boardrooms, marketing decks, and influencer captions for so long that it’s become almost intolerable, like a pop song you once loved and […]
Your CEO Is Now a Vending Machine
Remember when “brand purpose” sounded like the moral compass of capitalism, the thing executives clutched like a rosary bead in investor presentations and CSR reports? A whole cottage industry of […]
The Loudest Sound in Branding Today? Silence.
The paradox of “brand purpose”, and please forgive the scare quotes but they’re unavoidable, given how the phrase has been dismembered by consultants, ad agencies, and well-meaning middle managers into […]
The Only Political Party You Can’t Resign From (a.k.a. Brands Inc.)
Here’s the part nobody likes to admit: you don’t shop anymore. You vote. Every purchase is a ballot. Every checkout line is a polling booth. Not the solemn kind you […]
From “Made in Italy” to “Made for Italy”: Why Serving Home First Might Be the Only Way to Go Global
There was a time , and not so long ago, if you squint, when Made in Italy functioned like a religious indulgence: you could slap it on anything, from a […]