There was a time and it wasn’t a romantic era, just a less automated one, when difference still had weight. A brand could sound like itself, look like itself, even […]
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 […]
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 […]
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 […]
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 […]
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. […]
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 […]
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 […]
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 […]
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 […]
