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Brands Must Take The Risk Out Of Buying

2 weeks 1 day ago

The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything. It is, however, a big shift in how consumers are engaging with brands. Consumers have become more vigilant and scrutinizing. Hypervigilance is now the characteristic style of shopping and buying. AI is being used increasingly as a tool for fact-finding, comparisons, evaluations, and recommendations. Greater scrutiny is also seen...

Walker Smith

How Under Armour Forgot The First Rule Of Brand Strategy

2 weeks 1 day ago

Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course. Let’s put more dollars into running confusing ads so the brand can sow even...

Joan Kiddon

The OpenAI trial wraps up, and the Musk founder machine keeps spinning

2 weeks 4 days ago

The Musk v. Altman trial came to a close this week, and the final arguments kept circling back to one question: can we trust the people in charge of AI? All of this is playing out as SpaceX charges toward what could be one of the largest IPOs in American history, with a whole generation of founders already spinning out […]

Kirsten Korosec, Sean O'Kane, Anthony Ha, Theresa Loconsolo