Back in 2017, a marketing PhD student, Alireza Alizadeh at the Tarbiat Modares University in Tehran reached out to the American Marketing Association about opening a chapter. That wasn't possible. But his observations in an article titled “What Are the…
by Hugo Isert The 30-second black and white MAHA Center Super Bowl ad stood out from the rest. Mike Tyson filled the screen, his face tattoo unmistakable and his fists clenched in rage. He spoke about his sister dying from…
If a customer says, “I didn’t know you offered that,” the issue isn’t awareness - it’s architecture. When I worked in category strategy, shelf structure wasn’t aesthetic. It was designed with purpose — to drive penetration, frequency, and share of…
by Sandeep Vasudevan The ring is set. The 2026 Global Soft Power Index just dropped, and it confirms what brand strategists have whispered for years: We are no longer in a unipolar brand world. This isn't about politics; it’s about…
by Hugo Isert and Ryan Ramsden Todays reports that Elon Musk is weighing up a merger between SpaceX and xAI (owner of Grok) is being primarily reported as a decision focused around technology and capital markets. In reality, this decision may be…
by Ian Duncan The restaurant where nobody wants to eat Imagine walking into a restaurant where, instead of a menu, you're handed a list of 1,500 ingredients and told to construct your own meal. Exhausting, right? Yet this is exactly…
by Sandeep Vasudevan We are witnessing the rise of a new digital frontline: The AI marketing agent is your new brand ambassador. This shift in the digital landscape is as fundamental as the transition from desktop to mobile, but with…
by Ian Duncan This series is about deploying Brand to drive transformation and growth. That starts with changing mindset as your foundation. In my last article, we explored Purpose as the first lever for changing organizational mindset. Now we turn…
Our colleague, Sandeep Vasudevan puts his finger on 2 key aspects of branding today in the article below: The importance of CEO brands, which can be more valuable than their businesses. Musk is the supreme example of the advantages and…
What can Apple, Trump, and Christianity reveal about building unshakeable brand loyalty? We think we are in the business of selling products. We aren’t. The organizations winning the decade are building congregations. Building Belief Systems. How does Apple command loyalty…