Brand Strategy
Brand strategy, positioning, and evidence-based marketing frameworks.
Social Devices: Distinctive Brand Assets That Learned to Dance
Eugene Healey showed Cannes what happens when a brand strategist becomes a creator with 700k followers: social devices, the death of the brand wheel, and a partnership that returned 10x the retainer.
The Best Advertising Is Invisible (Elasticity Zero, Explained)
Byron Sharp: broad-reach advertising has a short-term sales elasticity of zero. Not because it doesn't work - because you're measuring the wrong 95% of people.
40 Days vs 10 Years: Marketing's Time Horizon Problem
The average brand campaign runs 40 days. Coke Zero needed a decade. Sharp and Ritson on the gap between how long we run things and how long things take.
How to Get Budget for Anything - The Proof-Point Ladder
ElevenLabs shipped a Portuguese ad with English text all over it - on purpose. The ladder from embarrassing test to approved budget, rung by rung.
Order Pepsi, Not Cola: Winning the Default Reorder in Agent Era
When AI agents handle the shopping, brands live or die by four words in a prompt. How habit categories win the "default reorder" - with Magalu and Dove showing the way.
The Brand Equity Illusion: 71% of your brand equity is NOT built via paid media
New data reveals paid ads build only 28% of brand equity. The other 71% is built in places your agency doesn't even have the password to access.
The Creator Effectiveness Playbook: Brand Memory Over Cheap Views
New data from 1,217 paid ads and $70M in spend proves creators build brands - but only if you measure what actually sticks.
Cannes Lions 2026: Day 3 Top Campaigns, Deconstructed
Cannes Lions Day 3 proved that when you stop treating audiences like targets and start treating them like humans with taste, magic happens.
Cannes Lions 2026: Day 1 Top Campaigns, Deconstructed
Day 1 of Cannes Lions 2026 is in the books. Here is our brutally honest breakdown of the campaigns that chose human truth over corporate wallpaper.
Cannes Lions 2026: Watch every Grand Prix winner from day 1
Day 1 of Cannes Lions 2026 just wrapped. Here is our brutally honest strategic breakdown of the Grand Prix winners that actually earned their metal.
The Million Dollar Puzzle: When Your Super Bowl Ad Is Also Your Stress Test
Salesforce and MrBeast turned a 30-second Super Bowl spot into a 276,000-player scavenger hunt that ran live on Salesforce's own infrastructure. The ad did not describe the product. It was the product, under load, in public.
Messaging & Communication Frameworks: Turning Strategy Into Something Worth Saying
Strategy that nobody can repeat is just an expensive secret. These four messaging frameworks - Venn Diagram, Idea Cascade, Pyramid of Truth, and Message Map - take a clever strategy and turn it into one line a stranger could say back to you.
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