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 […]
If you are reading this, you probably know that brand purpose—once the shining city on the hill of modern marketing—has suffered an identity crisis. What started as an earnest attempt […]
Let’s start with the premise that brands—those buzzing, memetic, semiotic Frankensteins stitched together from consumer desire and corporate ambition—want Purpose. Capital-P Purpose. Not to be confused with lowercase-p purpose, which […]
Let’s start with the fact that you (yes, you, the reader, the human behind the screen, whether you are a CMO of a mid-sized DTC skincare brand or some poor […]
